Free-from bakery brand Genius Gluten Free is launching “the largest ever above-the-line investment in free-from bakery”. 

The digital-exclusive campaign aims to educate people on the physical benefits of a gluten-free diet. Genius, currently the number one brand and growing at twice the rate of the category at 53.1% (IRI Grocery Free-From Bakery, MAT Value to 28 February 2015), aims to increase penetration and drive further category growth.

The campaign will be live from Monday 18 May and will run for three months, incorporating a mixture of Video On Demand (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 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.

Physical benefits

Steve Clarke, marketing director, 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’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.”