The Agency Online | Dr Schär Glutafin

Consumer advertising and direct response campaign

Our new brand and product positioning will help us create standout for our brand within the health food market. TheAgency’s creative, strategic thinking, coupled with their sensitive understanding of our market has enabled us to develop creative that will resonate with our target audience.

Bob Trice

Group Marketing Director, Dr Schär Group

Brief

Dr Schär are an Italian owned global food company who specialise in the production of gluten free health foods. The new Glutafin crackers are a revelation in the gluten and wheat free foods market. They are the first crackers to keep their shape and don’t easily crumble, and their flavour makes them a tasty snack when out and about. Launch the crackers using an integrated media campaign to both consumers, health care professionals and dieticians.

Key Insights

The key to the cracker product launch is convenience. Having a snack that can be consumed when out and about is essential, particularly for kids.

Our Approach

Creating a vision for parents out and about with their kids highlights the crackers versatility.

Our Solution

A launch to the health care sector and dieticians was done using trade press advertising, direct mail and sampling. The consumer campaign utilised press advertising, and focussed heavily online, with a home page takeover, and direct communications to Glutafin’s existing customers.

Results

Since launch the Glutafin crackers have become one of the fastest growing product categories. The post campaign research has shown that convenience snacks were perceived as a gap by medics and consumers alike.

Trade press, consumer press and online display advertising

Trade press and consumer press inserts

Direct mail

UK consumer and b2b medical markets

Brief

Dr Schär are an Italian owned global food company who specialise in the production of gluten free foods. Originally the company focused their sales on people with Coeliac conditions. However in the last five years Dr Schär have changed their strategy to sell directly to the mass market.
Dr Schar’s leading gluten free food brand, Glutafin, relies on product specific marketing to drive sales, using ‘humour’ to achieve cut through and engage the consumer. This is no longer working. Look at the target audience. Assess their purchasing triggers and demonstrate how the brand should evolve to re-engage existing consumers whilst broadening their appeal to a wider market.

Key Insights

Our research defined the current and potential consumer profile. Current consumers want the staple foods that they are unable to have. They want their dietary requirements to have minimal disruption to their daily routine and family. They want a normal life. The potential consumer market is driven by a desire for a healthy lifestyle. They want food products that promote healthy living, and will be enjoyed
by their families.

Our Approach

We spoke to nutritionists, dieticians, home economists and supermarket buyers to ascertain what gaps in the current FMCG market existed.
The insights we gained established the key messages, points of difference and sign-posted the most appropriate way to engage consumers.
We looked to all available media channels to help plan how we could bring the brand to life.

Our Solution

Our creative places Glutafin at the heart of the family, social events and human interaction. You can enjoy the food you miss. And so can your friends and family. After all, we socialise around food. We have left behind the humor and given Glutafin relevance… It’s about feeding your
appetite for life. We’ve utilized social media channels to create genuine two-way dialogue with consumers. Forums, online recipes and advertising focus on product launches maintain and build the momentum. With our help Glutafin have broadened their appeal and started their journey towards mainstream success. The campaign has pushed Glutafin ahead of the competition, helped engage new markets and departed from their traditional medical routes.

NSH patient and dietician launch campaign

Brief

Through an extensive R&D programme, Glutafin have developed a recipe for Gluten free Ciabatta bread. A new and unique proposition for coeliacs, the Ciabatta range will be available to all NHS prescription patients. Develop a staged launch campaign for the new Ciabatta bread, to health care professionals and consumers alike, in line with the new Glutafin brand and the proposition “an appetite for life”.

Key Insights

Consumers on a health food programme, and those with coeliacs disease are always searching for staple foods that allow them to lead a normal life. Particularly those with families, any tasty product that their families can also enjoy, reduces the time and money spent on buying multiple products and cooking different dishes. The Ciabatta launch is about another staple designed to be enjoyed by the whole family.

Our Solution

The biggest obstacle Glutafin customers face is time. The Ciabatta bread range and rolls are designed to be convenient and tasty. The integrated campaign was first launched to health care professionals, dieticians and doctors through the trade press. Multiple media channels including press, direct mail, email, online display advertising and social media were used to target the consumer. The impact was made through the creative, and sampling helped support the Glutafin brand promise, making the Ciabatta bread one of the fastest selling products in the Glutafin range.