Abbott’s Village Bakery were releasing a new range of gluten-free bread.


Gluten free bread is a particularly hated food category online. Could we use this attention to our advantage?


We created 'Mean gluten free tweets', using Jimmy Kimmel's famous 'Celebrities reading mean tweets' format, and positioned ourselves as a clear differentiator to the rest of the market. 


  • We launched Abbott's new bread with social videos, developed from real Tweets we discovered online
  • Further support came from print, web banners and website, PR and social posts
  • We also worked with a PR company to create a gluten-free gift basket to send to social influencers, designed to brighten their day  
  • 26 social posts, 2.5 million views, 12,300 reactions, 4,700 comments, 2,100 shares