Life Without Flour
Flour is the glue that brings our favourite foods together, but it’s always taken for granted.
So, Five Roses reconnected with consumers by giving them a taste of what their favourite foods would look like without flour.
The Five Roses
Flour-Free
Food Truck
We set up our truck outside high-traffic grocery stores and offer free samples of cupcakes, donuts, and B.L.T.s.
The gag is, it’s not the Five Roses Flour Free Food Truck, it’s the Five Roses Flour-Free Food Truck.
We’ve recreated the flour-free comfort food featured in the campaign, to give consumers a taste of how much they’d miss 5 Roses Flour if it weren’t around.
After customers are pranked with these messy, flourless versions of the foods they love, they’re extra thankful to get their real order.
Reactions to the stunt are caught on camera and used for a TVC and social piece.
The flour-free donut
The flour-free B.L.T.
The real deal