Genius Gluten Free is launching a new, large-scale digital advertising campaign to drive awareness and educate consumers on the physical benefits of a gluten-free diet.
The campaign is a bid by Scottish company Genius – currently the number one brand in free-from bakery and growing at twice the rate of the category (+53.1%) – to increase penetration and drive further category growth.
Live from 18th May and running for a period of three months, the exclusively digital campaign will incorporate a mixture of video-on-demand spots across 4OD and ITV Player, YouTube and Facebook impressions, as well as targeted display advertising aimed at reaching an audience of consumers considering a move to a gluten-free diet.
The advert features three uncomfortable looking, animated characters – a duck, a hedgehog and a robin, with the tagline “Bread shouldn’t feel like this” designed to highlight the side-effects, such as bloating, often experienced by those with a gluten-intolerance.
Genius Marketing Director, Steve Clarke, commented: “It’s our mission to ensure no one misses out on the joy of eating bread, which some people struggle with due to the side effects of eating gluten, especially those with coeliac disease or gluten sensitivity.
“We also want to demonstrate that, if consumers do fall into the category of feeling uncomfortable after eating gluten, then Genius is the solution to their problem, enabling them to continue enjoying delicious, fresh bread but without feeling uncomfortable.”
