H-E-B recognized May’s designation as “Celiac Awareness Month” by offering shoppers 20% off gluten-free items throughout the month.

In stores, endcaps spotlighted gluten-free chips and crackers from private label Hill Country Fare as well as national brands such as Snyder’s-Lance Inc.’s Snyder’s of Hanover. The endcaps were outfitted with “H-E-B Health & Wellness” signs plugging the discount and Celiac Awareness Month.

Shoppers could also redeem the offer on online purchases. A home page display ad on heb.com additionally dangled free shipping on qualifying orders.

The ad linked to a landing page hosting recipes and links to e-commerce shops, as well as an explanation of the retailer’s gluten-free standards, which were developed in cooperation with local celiac disease support groups.

Facebook and Twitter updates delivering gluten-free recipes supported.