adam&eveDDB Goes Rollin' Wild for Gluten Free Bakery Genius

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%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.”