Genius launches new digital advertising campaign

by Michela Galante , AdForum

Genius Gluten Free, the number one bakery brand within the free-from category in Britain, 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 marks the largest ever above-the-line investment in free-from bakery, in a bid by Genius - currently the number one brand 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 VOD spots across 4OD and ITV Player, YouTube and Facebook impressions, as well as targeted display advertising support aimed at reaching an audience of consumers considering a move to a gluten-free diet.

The advert, created in association with adam&eveDDB and directors Kyra Buschor & Constantin Paeplow, 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.

The end frame heroes Genius as a solution to help prevent the problems caused by coeliac disease or gluten sensitivity, allowing consumers to continue to enjoy delicious tasting bread.

Genius Marketing Director, Steve Clarke, comments: “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.

“Our latest advertising campaign is designed to raise awareness of this in a humorous and light-hearted way, educating consumers on the physical benefits gluten-free bread offers. 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.

“We’re already growing at double the rate of the category and through building brand awareness with our new campaign, we’re confident we will continue to drive this growth forward.”

For further information, images or to request a product sample, please contact the Genius Gluten Free team on

To view the ads in full, please visit

Notes to Editors

Director’s Profile

Kyra Buschor and Constantin Paeplow are a directing duo from Switzerland and Germany respectively. While studying animation at the world-renowned Filmakademie Baden-Württemberg in Ludwigsburg, Germany, they joined forces for the school’s annual open-brief competition to create promos for the Stuttgart Festival of Animated Film. Kyra and Constantin set about answering the question they had posed to themselves – "what if animals were round?" – by creating the world of "rollin’ wild" in a series of films.
About Rollin’ Wild - "We asked ourselves; ‘what if animals were round?’ and took inspiration from wildlife documentaries. We wanted the viewer to feel they were observing well-known scenes so the look of the films had to be quite natural, but we didn’t want to make it photo-real as the animals would look a bit creepy. We went for a slightly stylized look with a colour palette that's very close to the real world." Kyra and Constantin

About Genius

Genius Foods is the gluten-free category leader in the UK. The company supplies a wide range of ambient and frozen products in the UK, Australia, France, The Netherlands, United Arab Emirates and North America, including gluten-free breads, rolls, crumpets, croissants, pain au chocolate, brioche, pies and pastry.
After acquiring United Central Bakeries from Finsbury Foods in early 2013, Genius now produces both branded and own-label gluten-free ranges, providing a complete category offering to retail and foodservice customers.
Genius products are available in every major UK supermarket and a number of leading independent grocery retailers, as well as selected branches of Caffé Nero.
Professionally trained chef, Lucinda Bruce-Gardyne, Founder, developed Genius bread after failing to find good quality gluten-free and wheat-free bread suitable for her gluten intolerant son.
An award-winning business, in 2014, Genius was voted Best Free-From Business of the Year and Best Brand for Free-From Bread at the Foods You Can People’s Choice Awards (an accolade it also received in 2013).
In 2015, Genius won the ‘Breakfast’ category at the Free From Awards with its Pain Au Chocolat.

Film Credits

Client: Genius Gluten Free
Brand: Genius Gluten Free
Launch date: 18.05.2015
Project name: Animals
Client: Steve Clarke, Marketing Director; Alison Atkinson, Interim Marketing Manager; Kerry Grassick, Digital Brand Manager
Chief Creative Officer Ben Priest
Executive Creative Directors Ben Tollett, Richard Brim
Creative Director/s: Aidan McClure, Laurent Simon
Planner: Elaine Miller
Media agency: the7stars
Media planner: Daniela Jannings
Production company: Passion Pictures
Director: Kyra Buschor and Constantin Paeplow
Editor: Passion Pictures
Soundtrack name and composer: N/A
Sound Design: Nami Strack
Post-production: Framestore
Audio post-production: Factory Studios
Exposure: UK Online

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