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VICIO has just unveiled and served what its entire community of coeliac fans has been asking for for three years: a gluten-free burger accompanied by a creative campaign that has just made the launch even grander.
The viral fast food chain presents this new inclusive creation, which will be available in delivery format and in its physical restaurants from 6 November.
The new gluten-free bread has just crowned its reign in a campaign in which the company ironically plays on the extreme similarity of Queen Letizia with a doppelganger in a red ball gown and tiara, creating an analogy between the new gluten-free bread and its traditional bread under the main message: ‘a very royal taste’.
Aleix Puig, Co-Founder and Co-CEO of VICIO, wanted to elaborate on the process of this long-awaited launch: ‘It has taken us three years and many tests to achieve a gluten-free bread that, for the sake of redundancy, tastes as real as our normal bread. And with this simple play on words, we came up with the key to our next big campaign: the launch of gluten-free bread and the real house’.
A very real campaign
Today, VICIO has spread two large banners in Madrid (C/Carretas, 9) and Barcelona (C/ Aribau, 89) on which the doppelganger of the monarch can be seen enjoying a burger with gluten-free bread with the slogan ‘a very real taste’.
To finish off the campaign, it is also accompanied by a series of audiovisual pieces that will be shared at 5pm this afternoon on the brand’s social networks, and various billboards placed in cities such as Madrid, Barcelona, Malaga and Valencia, in which the performer can be seen in different areas of a royal palace enjoying the burger.
