As someone with a personal vendetta against gluten, I knew this category deserved better than clinical gut-talk.

I developed Outsmart Gluten — a new way for Gluteguard to talk about its product entirely. Less pharmacy-box explanation, more clever backup plan for when gluten might sneak into the meal.

It’s completely shifted the brand from functional claims to behaviour-led communication: helping people understand what the product does, when to use it and why it matters, and all without making trial feel scary or medical.

After penning the strategy, I wrote all the scripts, campaign lines and social copy, then built a playbook that’s become the springboard for rollout across future comms — giving the brand a sharper, more consistent way to show up everywhere.

Because outsmarting gluten starts with explaining it better.