Theagency works on Glutafin sampling campaign

Theagency has created an integrated launch campaign for Glutafin that will see the prescription-only gluten-free food brand mail 50,000 sample loaves of its gluten-free fresh bread to UK coeliacs.

The campaign will target diagnosed coeliacs, positioning the Glutafin Select Fresh Loaves as the closest thing to regular brown and white bread for those on gluten-free diets.

Creative for the campaign will build on Glutafin's core 'appetite for life' brand proposition, developed by Theagency earlier this year.

It will celebrate the joys of rediscovering the taste of fresh bread in a gluten-free form with the help of an 11-year-old girl, chosen as the face of Glutafin in a competition earlier this year.

Over the next two months, the campaign will roll out across a series of e-mails, press and banner ads, inserts, direct mail and a competition to win gluten-free teas at the Ritz.

The sample mailing of 50,000 loaves will be preceded by a postcard campaign alerting consumers to the free trial.

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