We Promise, It’s Good ...

Canadians are pretty sceptical about the taste of gluten-free baked goods. For our client Promise Gluten Free, Pointman went way over the top creating an elaborate ruse to trick Canadians into trying PGF products without knowing it.

Working with Toronto Chef Nick Liu and setting up a one-day pop-up sandwich shop (that didn't really exist) at Toronto’s Assembly Hall, we served up gluten-free bread to 400 Torontonians and made them gluten-free believers. The stunt garnered media coverage in The Toronto Sun, Ottawa Sun, Vancouver Sun, Canoe, Canada.com and several other top tier publications.

In the end, our stunt scored massive media coverage with 89 media hits online and in print.

See full coveragebook of media hits here.