The lovely guys at BFree Foods approached us earlier this year to help them reach a new audience with their gluten free breads, pittas and wraps – not just coeliacs, and those with food intolerances, but a wider health conscious, lifestyle focused and predominantly female consumer.
We had a lot of fun launching our response when we opened the doors to The Sandwich Spa, a deli-come-spa where traditional treatments come complete with a wellness sandwich, designed to help deliver key health, beauty and wellness benefits.
As it turns out, one of the lesser known benefits of removing gluten from our diets is the slowing of the body’s ageing process – so, our idea started with an anti-ageing sandwich. Then we got to work thinking of all of the other great ways to showcase the amazing benefits of the natural ingredients used in BFree’s products. The result? A full menu of Sandwich Spa Treatments, available for the public to enjoy. From Roll Back The Clock, our anti-ageing sandwich enjoyed whilst receiving a collagen boosting, vitamin C facial, to The BLT (Beautiful Long Tresses) a wrap packed with hair boosting ingredients such as tofu, designed to be eaten alongside an invigorating scalp massage to boost the appearance of hair by restoring keratin levels – each one could be enjoyed over three days at our spa in Pall Mall.
Our one-of-a-kind spa offered free sandwiches and treatments to members of the public who could get hold of a ticket online and who better to open the doors then Julie Montagu, wellness expert and future Countess of Sandwich, who we worked with to consult on the The Sandwich Spa menu.
We released tickets to our spa in the two week’s leading up to the event, on the day of the event we then hit the media with images and video content of the spa in action, as well as securing VIP attendees for the launch day consisting of influencers, media and BFree stakeholders.
The story was a big hit, taking BFree out of the usual food product pages and into news and lifestyle media with coverage across The Metro, Timeout, London Evening Standard, Yahoo, MSN and BBC Radio London to name a few. With further coverage of the recipes in the likes of Heat and Women’s Fitness.
We also engaged the Instagram community with the likes of Scarlett London, Misha Grimes, Nourishing Ammellia, Make Up Fairy Pro and Flash Anthology coming down to the spa, as well as creating their own recipe content, giving a combined reach of over 500,000