Glutafin Pizza Campaign
Gluten-free marketing expert agency Liquorice have worked in the category since 2001 and understand coeliac patients.
Tasked with driving awareness and understanding of the new, improved pizza bases within the patient audience, Liquorice developed a lifestyle focussed campaign to meet the client brief. The ultimate measure of success of this campaign was to increase the amount of patients taking the Glutafin gluten free pizza bases on prescription.
A deep dive into current patient behaviour around pizza bases was carried out. Transactional data and online behavioural data were combined to create a minimum viable audience, rather than just all patients with coeliac disease. Food habits and tastes were considered as well as age and importantly location due to the variation on prescribing across the different CCGs.
Using social media, advertising and direct mail, the integrated campaign helped the brand increase reach by attracting new consumers, as well as converting known competitor users to the improved product through a free trial.
Using a creative theme based around family, and Great Nights In, consumers were recruited, sent a product sample which included some movie themed pizza toppings under a Glutafin Great Nights In creative idea, with a promotion to win a TV.
Using social media as the response channel, participants in the trial posted their own movie inspired pizza toppings on Facebook to enter the competition. Results to date show growth in both volume and market share. The campaign, which was developed quickly to short deadlines was made possible due to over 15 years working in the category. The understanding and value a gluten free marketing expert agency can add to gluten free brand owners is immeasurable. Members of our Health and Retail teams combine for Glutafin to bring the best of breed knowledge and expertise.