As someone with a personal vendetta against gluten, I know the category usually gets talked about in one of two ways: overly clinical or painfully earnest. It definitely demanded more bite.

I developed Outsmart Gluten as the new creative platform and core message for Gluteguard, reframing the brand as the clever backup plan for people who want to eat with more confidence when gluten might sneak into the meal.

The platform also had an education job: using simple, behaviour-led messaging to help people understand when and how to use the product, while gently nudging trial without making the whole thing feel like a medical lecture.

From there, I wrote scripts, campaign lines and social copy, then created a playbook to help the brand keep rolling the idea out across future comms – instilling less fear, and more agency to users.

It’s a simple platform that’s turned a functional digestive aid into something sharper, smarter, and a whole lot easier to understand.