More than 50,000 people will receive a loaf of bread in the mail from Glutafin, which offers a range of gluten-free prescription foods for people diagnosed with coeliac disease.

Recipients had previously received a postcard inviting them to a free trial of the bread. Only those who responded positively will receive the loaf in the post. The product is described as ‘the closest thing to regular brown and white bread for those on gluten-free diets’.

The campaign has been devised by The Agency and includes the chance for consumers to win a gluten-free tea at the Ritz hotel in London.

The mailing is part of an integrated campaign to push Glutafin fresh bread. The press, banner, insert and email activity features an 11-year-old girl who won a competition earlier this year to be the face of the brand. She is seen tucking into a triple-decker sandwich made from Glutafin bread.