Genius Foods is taking to the small screen for the first time as part of a £3m advertising campaign for the gluten-free brand.
The television advert – a first for a UK gluten-free brand, according to the firm – features a recreation of “genius” Albert Einstein.
Launching on 17 October, the ad will be broadcast across the Channel 4 network, among other channels, and is scheduled to run until early 2011. It will be supported by an online advertising campaign.
“We are delighted with our new campaign and to be first to market,” commented Gemma Lawrie, Genius brand manager.
“We are passionate about developing the gluten-free category by providing great tasting products for consumers and the new campaign will help communicate this passion and our ongoing commitment to category development.”
Genius gluten-free white and brown bread is available in all major UK supermarkets, including Tesco, Sainsbury’s, Asda, Morrisons and Waitrose, as well as other independent and specialist stockists.