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Blackbird Bakery: Launching a new kind of gluten-free lifestyle

Red Fanners are foodies by definition, and are always on the lookout for brands that act as disruptive forces in their respective markets. So when Red Fan was introduced to Karen Morgan—a chef at Blackbird Bakery whose innovative approach and uncompromising attitude toward improving the quality of gluten-free food grabbed our attention from the get-go—we knew we were in for a serendipitous storytelling opportunity.

Morgan had developed a line of certified non-GMO, gluten-free flour blends that can be used to make versatile recipes including New York-style pizza or Thai-style calamari, and needed to raise awareness around the bakery’s multitude of offerings.

Red Fan’s solution consisted of several integrated components. The first was a new website launch, in which Red Fan provided design and copy recommendations. The second was a launch of gourmet gluten-free flour blends coinciding with the release of Morgan’s second cookbook, which Red Fan promoted through a substantial eight-month outreach campaign which led to more than 15 media placements, a launch event and a book tour.

Red Fan was able to secure Blackbird Bakery as a food sponsor at the official after-party for the debut of Supermensch at SXSW 2014, arrange in-person demos with media to introduce the bakery’s offerings and opened a new avenue for various support groups for those with celiac disease.

At the time, Austin Monthly was accepting pitches for its “Innovation Issue,” which recognizes six local companies for disruptiveness in their fields. While most submissions were for tech companies, Red Fan secured Blackbird Bakery as the only food company to be recognized in the magazine.

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