Fake Shop

Branded Content


john st.
t: 416-593-3729
e: reagan.johnston@johnst.com
w: johnst.com

Company: john st. Executive Creative Direction: Angus Tucker, Stephen Jurisic Creative Direction: Marketa Krivy Art Direction: Andrew Bernardi Copywriting: Sanya Grujicic

From brick-like-bread to dry cookies to gritty crackers, people have come to widely accept that they have to compromise on taste to eat gluten-free products. In a filmed experiment, we built a bakery and secretly stocked it all with all PC gluten-free products to see if anyone would notice. To their surprise (and our delight), no one noticed a thing except how good everything tasted.