Ciabatta Rolls Product Launch (Q1 2010)
Ciabatta Rolls Product Launch (Q1 2010)
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.
Trade press advertising, online display advertising
Trade press inserts
Direct mail
