We partnered with celiac disease organisations Celiac Disease Foundation and Beyond Celiac to create a marketing campaign showing how painful it is to live with the disease. To help bring the seriousness of Celiac disease to the masses, the campaign shocks people with images of food with frighteningly painful ingredients – nails, scorpions and tacks. In the eyes of someone suffering from Celiac disease, this is what food with gluten looks like because it’s also what it feels like. During May, Celiac Awareness Month, we created Celenia’s Cupcakes pop-up shop in South Station, Boston’s busiest train station. Cupcakes like 'Chocolate Thumbtack Surprise' and 'Vanilla Rusty Nail Crunch' were on display to first surprise and then educate passersby. A dedicated team was on hand to showcase the cupcakes, distribute educational materials and direct people to the dedicated website.
