The agency’s Manchester office won the national account with the company, which produces gluten- and wheat-free foods.
Nutrition Point’s products are aimed at people with special diets or who suffer from coeliac disease – a condition brought on by an intolerance to gluten. The account, previously handled in-house, will be split 80-20 between consumer and trade PR activity.
The agency’s work will attempt to raise awareness of coeliac disease and its symptoms, which include tiredness, anaemia, diarrhoea, abdominal discomfort, weight loss, vomiting and mouth ulcers. Joe Dixon, head of food and farming at Weber Shandwick, said: ‘The disease can take four months to diagnose and a common misdiagnosis is irritable bowel syndrome.’
The agency is also tasked with promoting the client’s food ranges. Nutrition Point foods include bread, pizzas, biscuits, pasta and a frozen range. ‘The message will be that it [coeliac disease] doesn’t mean you can’t have a good diet,’ said Dixon.
The agency will also provide press office support and present the client as market experts on gluten and wheat-free diets in an attempt to make Nutrition Point the generic term for gluten-free products in the UK.