London, UK – 16 February, 2012 – Weber Shandwick, one of the world's leading global public relations firms, has been appointed by gluten-free food specialists, Dr. Schär UK, to deliver a campaign targeting healthcare professionals, consumers and the retail trade, through print, digital and broadcast media.
The aim of the campaign is to raise awareness of Gluten Sensitivity, a condition gaining recognition from healthcare professionals - highlighting diagnostic criteria while differentiating it from other gluten related disorders, such as coeliac disease. Gluten Sensitivity is a condition that has recently been recognised and researched but an estimated 6% of the population could be affected.
The Dr. Schär UK Ltd. group is the largest manufacturer of gluten free foods in Europe, with the UK brand, DS-gluten free. DS-gluten free has the largest branded market share in the gluten & wheat free retail market in the UK and is available in all the major supermarkets, with a product range encompassing bread, rolls, pasta, savoury snacks and a variety of frozen products.
Michelle Shinn, Retail Brand Manager for Dr. Schär UK, commented: “We are delighted to be working with the Consumer Health team at Weber Shandwick. There is a great deal of confusion around gluten related disorders so our challenge will be to educate our target audiences about the symptoms related specifically to gluten sensitivity, encouraging diagnosis alongside raising awareness of our gluten free product range.”
Alison Dunlop, Director of Consumer Health for Weber Shandwick, commented: “Working with clients in the functional food arena, we know the importance of focusing on developing robust long term strategies for clients to build essential consumer trust. With this in mind, our partnership with Dr. Schär centres around leveraging scientific evidence among opinion formers in the sector to help educate consumers and healthcare professionals about this emerging condition and the importance of effective dietary management.”