Background and Brief
Matteo Ferrari grew up making authentic Italian pizza at his family’s restaurant overlooking the Alps. As a boy, he would spend his days mastering the art of making mouth-watering toppings and perfect pizza dough at his Uncle’s pizzeria in Milan. Fast forward 10 years and it was whilst Teo was finishing up his studies and working part-time as a chef at a beer and pizza pub in Oxford that he met Nick Croft-Simon, who had recently graduated and was helping out behind the bar. They noticed that often one person in a group of diners couldn’t enjoy pizza because of an intolerance to gluten so Teo set about developing a gluten-free recipe for pizza.
It was in that moment White Rabbit was born, with the fledging foodie entrepreneurs soon going on to develop their own range of gluten-free vegan pizzas that don’t compromise on taste or quality and are available to the masses. Snapped up by the likes of Sainsbury’s, Ocado, Whole Foods and Waitrose, White Rabbit is now sold in more than 1,000 stores UK-wide, with a predicted turnover of £4.1M this year and their own state-of-the-art bakery in Oxford.
After a recommendation from another client, PR Superstar was tasked with raising White Rabbit’s profile outside of the specialist vegan and gluten-free press in the UK.