Cupcakes with razorblades. Pizza with scorpions. Pasta salad with thumbtacks. In the eyes of someone suffering from celiac disease, this is what food with gluten looks like because it’s also what it feels like. A new campaign created by creative advertising agency Hill Holliday on behalf of our celiac community aims to shock people with images of food with frighteningly painful ingredients.

The Celiac Disease Foundation is deeply appreciative of Hill Holliday’s outstanding efforts to help people understand what celiac disease sufferers face every day. For more information, please visit