PROMISE GLUTEN FREE

CHALLENGE

There’s a common misconception that gluten-free products don’t taste as good as their gluten-filled counterparts.

Manufacturers don’t help this theory by pumping high amounts of sugar and fat into their products, which is why so much gluten-free stuff just tastes ‘wrong’.

So our challenge was to create a strong, campaignable digital concept promoting sales of Promise Gluten Free Multigrain Loaf in Costco stores across the east coast, by showing people what makes our bread different.

 

Cardboard

 

INSIGHT

With the highest fiber content with the lowest sugar and fat in the category, we can make a promise that nobody else can – we taste as good as we’re good for you.

 

HighFive

 

IDEA

Gluten Free doesn’t have to mean Flavour Free, and that’s a promise.

 

Toaster

 

EXECUTION

A series of big, bold, simple and arresting posts declared our product better, Shot by Leo Byrne, and manipulated with some clever use of CG, we then brought users to a landing page that proved the claims with a simple comparison tool, showing them where their nearest Costco store was stocking the loaves to pick up.