People really, really don’t like Gluten Free bread.

So to separate ourselves from the rest of the category, we embraced this hate and positioned Abbott’s Village Bakery’s new gluten free bread as a saviour.

We created Mean Gluten Free Tweets, using real tweets we found online.


A few details

  • Further support came from print, web banners and website, PR, influencer outreach, unboxing and social posts

  • Results: 26 social posts, 2.5 million views, 12,300 reactions, 4,700 comments, 2,100 shares

  • Creatives: Jessica Roberts, Justin Butler. Director: Mike Oldershaw