Gluten-free gotcha: Elaborate, fake sandwich shop stunt gets 400 to go gluten free
TORONTO, April 8, 2019 /CNW/ - Promise Gluten Free, the impossibly good gluten-free bakery, pulled out all the stops this week to have Canadians give gluten-free baked goods another shot. Notably, the creation of an elaborate, fully branded, 'fake' pop-up sandwich shop to convert reluctant Canadians into gluten free fans.
Teaming with Toronto's Assembly Chef's Hall and local celebrity chef Nick Liu (@ninjachef of DaiLo and Little DaiLo), 'Promise Superior Sandwiches' set up shop for one day and offered four elegant sandwich creations … but buried that fact that they were all served on gluten-free bread, loaves and buns until the 'reveal.'
The ruse:
Promise Gluten Free invited Toronto locals to fool their gluten sensitive spouses, coworkers, friends and loved ones into trying a range of gluten-free products for free at the one-day restaurant pop-up. In total, 400 Torontonians happily sampled the designer gluten-free sandwiches. As expected, many were legitimately surprised that the culinary creations were served on gluten-free bread.
High resolution photos of the event are available here
Video of the event is available here
Although the event was primarily targeted to gluten sensitive Canadians, Promise Gluten Free received support from the Canadian Celiac Association.
"People just don't seem to understand how serious celiac disease can be and how strict people have to be with diet every day of their lives. They need gluten-free products that don't leave them feeling left out or disappointed and are certified to be safe," said Melissa Secord, Executive Director of the Canadian Celiac Association. "That's why it's so great that Promise Gluten Free delivers on both issues."
The Sandwiches:
Created and curated by Chef Nick Liu, Promise Superior Sandwiches sampled four gluten-free designer sandwiches for the event including:
- T.O. Avocado Toast: Served on gluten-free chia loaf.
- Perfect Pulled Chicken: Served on gluten free sourdough.
- Beyond Banh Mi: Served on white gluten-free rolls.
- The Corned Beef Closer: Corned Beef and Cabbage served on freshly baked gluten-free free rosemary sourdough bread
"The entire team was excited to bring Canadians the clever concept of a 'blind taste test' to prove how great our range of gluten-free products truly tastes and show how they can be used in sophisticated designer sandwiches," said Promise Gluten Free Founder Tom Doyle. "As we expand across Canada through Sobeys and Metro, we're building buzz, brand awareness and demand."
Promise Gluten Free PR is handled by Pointman News Creation in Canada, they worked with Modern Concierge to execute the pop-up sandwich shop event. Varga Girl Design created branding for 'Promise Superior Sandwiches. Andrea Muscurel provided photography and Anthony Adamo shot professional video of the event.
About Promise Gluten Free
Available in Sobeys nationwide and Metro stores across Ontario, Promise Gluten Free bread is low in Fat, dairy free, wheat free and high in fibre. Promise Gluten Free carries a wide range of innovative and impossibly good gluten-free products including: First of its kind bake at home sourdough breads, The world's first gluten-free brioche rolls and soft loaf, super soft white sandwich rolls, bagels, muffins and cakes.
About Assembly Chef's Hall (@eatassembly)
"Assembly Chef's Hall is where Toronto's best chefs, restaurateurs and baristas come together to feed the city. Located in the heart of downtown, this chef-driven community market is the first of its kind in Canada and offers upscale menus in a fast-casual setting. Patrons can expect to experience some of the city's very best, including global cuisines from unique food vendors, along with a diverse range of craft beers and spirits. Assembly Chef's Hall is open Monday – Friday 7am – late and Saturday's 10am – 10pm. Learn more about Assembly Chef's Hall at www.assemblychefshall.com/ or on Instagram @eatassembly."
SOURCE Promise Gluten Free
Patrick McCaully, Pointman News Creation, [email protected], 416-948-5654, www.Pointmannc.com
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