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Meet the Genius, the gluten free hedgehog

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Genius Gluten Free, the number one bakery brand in the free-from category in Britain, has launched a new digital advertising campaign to drive awareness and educate consumers on the physical benefits of a gluten-free diet. It uses three very uncomfortable looking, animated characters (a duck, a hedgehog and a robin) that look as if they were pulled straight from the set of Creature Comforts (you all remember them right?, and is centred around the concept that “Bread shouldn’t feel like this.” This tagline, and the spots, highlight the uncomfortable side-effects (such as bloating, headaches as fatigue) often experienced by those with an undiagnosed gluten-intolerance. The end frame of each spot underlines 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 Gluten Free has launched a new digital advertising campaign to drive awareness and educate consumers on the physical benefits of a gluten-free diet

Genius Gluten Free – Duck

The exclusively digital campaign, which was created in association with adam&eveDDB and directors Kyra Buschor & Constantin Paeplow from Passion London, went live yesterday (May 18) and will be running across the summer for a period of three months. It incorporates 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 not only gluten intolerant consumers, but consumers considering a move to a more healthy and balanced gluten-free diet.

The exclusively digital campaign was created in association with adam&eveDDB and directors Kyra Buschor & Constantin Paeplow from Passion London

Genius Gluten Free – Hedgehog

The campaign marks the largest ever above-the-line investment from the bakery, in a bid by Genius (currently the number one brand growing at twice the rate of the category) to increase penetration and drive further category growth. Of course, the gluten free category is not exactly heavily contested right now, but there has certainly been a significant rise in media coverage surrounding gluten intolerance of late, to the extent that restaurants are now required by law to inform their patrons if their food contains gluten. As such, it would appear Genius are very much in the right place at the right time, and these adorable spots could really help them further increase their already sizeable (53.1%) share of the market.

The campaign marks the largest ever above-the-line investment from the bakery, in a bid by Genius to increase penetration and drive further category growth

Genius Gluten Free – Robin

Genius Marketing Director, Steve Clarke, said: “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.”

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