The whole gluten-free thing has jumped the shark, if it already hadn’t two years ago.
According to the New York Times, about 15,000 plastic-wrapped copies of The Hollywood Reporter arrived on desks in Los Angeles. Inside these special copies of the publication, which has a subscriber base of about 70,000, was a “gluten free” nutrition bar — seemingly no big deal, just another of the magazine’s advertiser-related giveaways.
The president of one television studio chomped into it, as did one of his subordinates. A senior publicist at PMK-BNC tossed the bar into a drawer and started eating it a week later for a snack. This reporter did the same thing.
It was dog food.
“Yes, we heard people ate the dog bar thinking it was for humans,” said a clucking Lynne Segall, The Reporter’s publisher. “On the plus side, it was gluten-free.”
The “stunt,” as Ms. Segall called the giveaway, was part of a $45,000 ad purchase by Dog for Dog, a pet food company backed by the comedian Chelsea Handler; the rapper Snoop Dogg, who now prefers to be known as Snoop Lion; and Ryan Kavanaugh, the chief of Relativity Media. For every item bought, Dog for Dog says it donates an item to a needy canine.
The TV executives (right, not exactly as shown) and power publicist who privately acknowledged chowing down on the blueberry-flavored Dogsbars said they only glanced at the wrapper before taking a bite. (They refused to speak on the record, for the obvious reason.) Only when something didn’t taste quite right did they read the smaller print:
“All Natural. Gluten Free. Snack for Dogs.”