Celebrating Our Coeliac Awareness Month Campaign
Last week, we were delighted to attend the Scotland Food & Drink Excellence Awards after being shortlisted for Food & Drink Campaign of the Year for our Coeliac Awareness Month campaign.
While we didn't take home the award on the night, being shortlisted gave us the perfect opportunity to look back at a campaign that marked a big moment for Lazy Day.
Taking Lazy Day to Billboards Across the UK
In May 2025, to mark Coeliac Awareness Month, we launched our first-ever out-of-home advertising campaign, taking Lazy Day onto billboards across the UK.
The campaign was built around a simple message that sits at the heart of everything we do: everyone should be able to join in the joy.
For people living with coeliac disease, food allergies or intolerances, occasions involving food can come with an extra layer of thought. Checking ingredients, finding suitable options and making sure there's something safe to enjoy can all become part of everyday life.
Our campaign was an opportunity to celebrate the free-from community while introducing more people to Lazy Day and showing that free-from treats don't have to mean missing out.
Our First Out-of-Home Campaign
Seeing Lazy Day on billboards was a particularly exciting moment for our team. It was the first time we'd taken the brand into out-of-home advertising on this scale, and the billboards were supported by activity across our social and digital channels throughout Coeliac Awareness Month.
The campaign ultimately reached millions of people across the UK and helped us share the Lazy Day message with an audience far beyond our existing community.
A huge thank you goes to David Campbell at Midline Design, who worked with us to bring the campaign to life.
From Billboards to an Award Shortlist
Fast forward to 2026, and we were incredibly proud to see the campaign shortlisted for Food & Drink Campaign of the Year at the Scotland Food & Drink Excellence Awards.
We might not have returned home with the trophy, but seeing this campaign recognised alongside brilliant work from across Scotland's food and drink industry was something worth celebrating in itself.
It was also a reminder of how far Lazy Day has come. What started with Sally and Emer creating free-from treats 20 years ago has grown into a brand reaching people across the UK, while the reason behind what we do remains the same.
Everyone Should Be Able to Join in the Joy
Coeliac Awareness Month may only take place once a year, but creating delicious treats that more people can enjoy is something we're passionate about every day.
We're proud of what this campaign achieved, grateful to everyone who helped bring it to life and excited to see where we can take Lazy Day next.
And who knows where you might spot us next...