Launching Glutafin’s Pizza Bases with a Lifestyle Campaign
The Problem
Glutafin, a long-standing gluten-free brand, wanted to raise awareness and drive uptake of its improved gluten-free pizza bases, encouraging more diagnosed coeliac patients to choose them on prescription.
The challenge was to overcome the perception of gluten-free food as restrictive or clinical, and instead make Glutafin’s pizza bases feel like a normal, enjoyable part of everyday life — marketed like an FMCG pizza brand rather than a healthcare product.
The Idea
We positioned Glutafin’s pizza bases as part of a “Great Nights In” experience, aligning with lifestyle moments that felt familiar and fun.
Our integrated campaign included:
Social media activity with engaging creative
Advertising and direct mail to raise awareness and drive trial
Product sampling with themed movie-night toppings
A promotion offering the chance to win a TV
Social competition encouraging consumers to share their own pizza topping ideas
The Outcome
Increased product volume and market share
High consumer engagement through social media participation
Positive brand association with fun, lifestyle-oriented occasions
Successful conversion of competitor users via free trials and sampling
FAQs
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What challenge did Glutafin face with its pizza bases?
Overcoming the perception of gluten-free food as restrictive and clinical, and instead positioning it as enjoyable and everyday.
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How did Ideas + Outcomes approach the campaign?
By framing pizza bases as part of “Great Nights In” and delivering a multi-channel campaign across social, advertising, sampling, and competitions.
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What tactics helped engage consumers?
Product sampling with themed toppings, a TV giveaway, and social competitions inviting people to share their own pizza ideas.
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What results did the campaign deliver?
Higher product volume, increased market share, strong social engagement, and successful conversion of competitor users through trials.