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. DS asked us to help drive their sales of frozen products through the winter season.
The DS product portfolio offers a range of great tasting pizzas, pies and ready meals that meet the ‘gold standard’ of free-from products – they taste like regular food, and make the consumer, especially the diagnosed coeliac, feel like they are following a ‘normal’ diet. The strategy we developed focused on real people, and a campaign was created around a UK taste test tour to get customers to try the products for themselves.
Social media was utilised to recruit real consumers and they were photographed and interviewed by our team. We wrote up their stories in blogs published on the brand’s website and took the findings into our creative, with events, direct mail, display advertising and email driving awareness and conversion to purchase through the campaign period. The campaign gained fantastic support from customers up and down the country, including the Cornish Postman eulogising about the DS frozen Cornish Pastie-styled slice!
Results and Reactions:
As well as generating an excellent response from customers, the campaign drove strong sales for the brand in the 4 and 8-week period post launch.