Glutafin Proposition Development and Rebrand (2010)
Glutafin Proposition Development and Rebrand (2010)
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.
