Campaign to Fight Gluten Misconceptions

GLUTEN EXPLAINED

INTERACTIVE
INFORGRAPHICS
ILLUSTRATION
WEB DESIGN
SOCIAL MEDIA CAMPAIGN

With the gluten-free food trend rapidly growing in popularity and sales of gluten-free products continuing to grow in double-digits, many misconceptions about gluten have taken hold in the public. In order to help wheat growers and food manufacturers regain some of the marketshare they have lost, the U.S. Wheat Associates (USWA), wanted to create a campaign that would address some of the false fears that the public has with gluten products.

Campaign Strategy

Gluten Explained is in-depth digital and print campaign that helps people make informed choices about their food and lifestyle. The campaign targets grocery shoppers, ages 22-39, that are easily influenced by social media trends. To reach the target audience, I choose to tackle the problem with lighthearted humor and a friendly personality. Quirky flat illustrations were used to tone down the seriousness of the subject. A pastel color palette, accompanied by a hand lettered headlines give design a human-look that is more approachable. The campaign is marketed through social media and a dynamic website with many interactive elements.