Being able to eat a good Swedish “fika” should be everyone's right. However, for those with gluten intolerance, it can be a challenge both to find good enough ready-made options and to bake yourself.

Recognizing the demand for better and simpler products tailored to gluten-free home bakers, Lailas has launched a new range of baking mixes. The brand had a completely new graphic identity, so the campaign we created was both a launch for the new products and a relaunch for the entire brand.

An important part of the campaign has been to produce inspiring recipe videos that capture the essence of both baking joy and simplicity. Together with a new website, an in-store campaign, and a trade fair concept, Lailas is showcasing that we have many good moments ahead of us, moments for everyone to share – whether gluten intolerant or not.

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