From Surprise to Sensation: Antonina’s Bakery Wows Gluten-Free Fans

Introduction
Antonina’s Gluten-Free Bakery has been delighting fans with treats that taste indulgent but are completely gluten-free. From muffins and cupcakes to brownies and cakes, their products are designed to impress both gluten-free and non-gluten-free eaters alike. With distribution in grocery store bakeries and freezers nationwide, Antonina’s wanted to spark excitement around the question every first-time taster asks: “Wait…this is gluten-free?”

The Opportunity
Antonina’s wasn’t just promoting a product—they were challenging perceptions. Gluten-free baked goods often get a reputation for being dense, dry, or lacking flavor. Antonina’s wanted to prove that their cupcakes, muffins, and brownies could stand alongside the best bakery treats—and to do it in a way that felt personal, visual, and irresistible.

The Strategy
Relish designed a creator campaign built around surprise and delight. Influencers were encouraged to capture their authentic reactions, showing off the moist, flavorful, and indulgent quality of Antonina’s gluten-free baked goods. The more genuine the disbelief, the stronger the message: “You won’t believe this is gluten-free.”

Key tactics included:

• Encouraging creators to film authentic first bites and taste-test reactions.
• Highlighting a variety of bakery products—cupcakes, muffins, brownies, and cakes—to showcase breadth and appeal.
• Leveraging visually appealing shots that emphasize texture, frosting, and presentation.
• Prioritizing unfiltered storytelling and reactions over scripted content to maximize relatability.

The Results

• 82 creator posts capturing genuine surprise and delight.
• 289,258 total views across Instagram, TikTok, and other social platforms.
• 13,660 total engagements, including likes, shares, comments, and saves.
• 4.72% engagement rate, proving strong audience resonance with the “I can’t believe this is gluten-free” message.

Creators’ posts amplified the perception that gluten-free doesn’t mean compromise—Antonina’s treats looked and tasted indulgent enough to compete with any bakery aisle favorite.

Why It Matters
The campaign shows that with the right storytelling, even products that challenge expectations can become social sensations. By harnessing authentic influencer reactions and visually compelling content, Antonina’s Gluten-Free Bakery converted curiosity into trust and discovery—turning skeptical first-timers into loyal fans.

Antonina’s didn’t just sell gluten-free baked goods.
They made the world say: “I can’t believe it!”

Ready to sell your CPG product off retail shelves? Let’s talk. https://tryrelish.com/contact-us