Large-scale awareness campaign

The Company
Schär is Europe's #1 gluten-free food brand. Their mission is to improve the lives of gluten-free consumers through delicious, high- quality foods. From pancakes to pizza, Schär is redefining gluten-free.

Schär partnered with QNY to launch a large-scale awareness campaign for their new Honeygram cookies by partnering with gluten-free and wellness influencers.

Specialty foods gluten-free products

North East and Plains Region, USA

Campaign Dates
September 2016-October 2016

The Campaign

We wanted to rapidly expand awareness and launch a campaign proving that gluten-free snacking is delicious and fun! QNY helped Schär partner with top gluten-free advocates and tastemakers on Instagram, like Bethany Ugarte (@Lilsipper), Marlena Kurr (@zestmylemon), Nicole Cogan (@nobread), Rachel Mansfield (@rachlmansfield) and Jackie Aanonsen (@glutenfree.followme). Each influencer created an interpretation of a S’more using Schär’s Honeygrams. By working with influencers in the gluten-free and celiac community, we could directly impact their target consumer, each S’more reflecting the influencer’s unique creativity inspired by Schär. We named the campaign #SmoreSchar because you can never have just one S’more — Some more, or S’more…Schär and got to work.

The Results

The #SmoreSchar campaign was a tremendous success. Schar worked with 75 gluten-free advocates and tastemakers from the U.S. who produced 150 pieces of original content across Instagram, Facebook, Twitter, Google+, and blogs, reaching an audience of nearly 4 million people and drove over 100,000 engagements and 4,000 site visits to And we did all of this while increasing their Instagram following by 64% in just one month!

75 Participating Influencers
150 Dedicated Posts
4 million Impressions
100k Engagements
Increase in collaborations
climbed more than
Smore Schär
Smore Schär
Smore Schär