case study
Gluten Free Choices
synopsis
challenge
solution
Hain Celestial has various Gluten Free SKUs under multiple brand names. Separately they did not have the resources to promote their individual lines. Hain Celestial needed an umbrella concept and program to support these brands as a collective, in a bigger way. To generate awareness and trial of the Hain Celestial line of gluten free products, SAI developed a promotional campaign and interactive strategy that targeted gluten sensitive consumers in their communities, on line and in store.
Hain Celestial has various Gluten Free SKUs under multiple brand names. Separately they did not have the resources to promote their individual lines.
The Gluten Free Choices platform was developed as a means to unify all the Hain Gluten free brands with a stronger, more accessible messaging strategy. SAI Marketing created a unique destination website for consumers seeking gluten free information and recipes and partnered with resources in the gluten free community, such as Celiac Sprue and gluten free "guru" Danna Korn to lend credibility and build buzz. SAI utilized direct mail, including coupons, as a way to actively reach out to gluten sensitive consumers. SAI also executed a targeted interactive media plan, which included keyword search engine marketing to efficiently drive consumers to the Gluten Free Choices website and other online initiatives.
