Garlic Jim's Gluten-Free Frozen Pizza

As one of the first gluten-free pizzas within mainstream retailers, Garlic Jim’s wanted to initiate a conversation with potential consumers on-shelf.

Hornall Anderson took this direction and ran with it. Instead of doing the typical front of pack “beauty” shots of pizza that consumers are used to seeing when shopping the frozen pizza aisle, Hornall Anderson used an editorial tabloid-style approach on the packaging. Representing the “gluten-free movement” for those required and those choosing to make a healthier choice, the packaging design uses humorous slogans and tongue-in-cheek messaging that places emphasis on “owning” and “embracing” the gluten-free pizza, rather than being apologetic for it.