DS gluten-free Frozen Campaign
DS-gluten free, part of the world’s leading free from business, Dr Schär, are of the longest-standing and leading free from brands in the UK. DS offer the widest range of frozen gluten free food in the UK retail and Liquorice were engaged to drive sales into the winter season. The DS product portfolio offers a range of great tasting pizzas, pies and ready meals that meet the ‘golf standard’ of free-from – they taste like regular food, and make the consumer, especially the diagnosed coeliac, feel ‘normal. The strategy developed by the agency focused on real people, and a campaign was created around a UK taste test tour. Social Media was utilised to recruit real consumers and they were photographed and interviewed by our team. The Liquorice team wrote their stories in blogs published on the brand’s website and took our ‘starts’ into our creative, with events, direct mail, display advertising and email driving awareness and conversion to purchase through the campaign period. We even had those moments of creative heaven, with Scott, the Cornish Postie enjoying our frozen Cornish Pastie-styled slice. The campaign drove strong sales for the brand in the 4 and 8-week period post launch.