As far as most Aussies are concerned, the very idea of gluten-free is verging on being un-Australian: "Gluten-free food? Tastes like cardboard mate!". This is bad news when you're one of the increasing number of Australians diagnosed with Coeliac Disease.

It's also bad news when you're Wholegreen Bakery - a company that specialises in making gluten-free baked goods. Our brief was to shift the "bland taste" perception of gluten-free food and help drive sales for Wholegreen Bakery - with a production budget of less than AUD $10K and AUD $0 for media.

Wholegreen Bakery was founded in 2014 by Cherie Lyden after she and her daughter were diagnosed with Coeliac Disease. The bakery is dedicated to crafting exceptional, wholesome, gluten-free sweet and savoury baked goods.