Genius Gluten Free, the number one bakery brand within the free-from category in Britain, is to become the first gluten-free brand to advertise in UK cinema, with the launch of its “Animals” advertising campaign.
Live from February and running for a period of five weeks, the adverts, which first aired in May 2015 as part of an exclusively digital campaign, will return to target over one million cinema goers, driving awareness of Genius Gluten Free.
This will be followed by a mixture of VOD spots across 4OD and Mail Online, YouTube and Facebook impressions, as well as targeted display advertising aimed at consumers who may be considering a move to a gluten-free diet, as well as those who already follow a gluten-free lifestyle.
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 almost twice the rate of the category (+32.5% ) – to increase penetration and drive further category growth.
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 – designed to highlight the side-effects, such as bloating, often experienced by those with 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 bakery products.
Genius Marketing Manager, Alison Atkinson, 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. The campaign is designed to raise awareness of this in a humorous and light-hearted way.
“We are thrilled to be the first gluten-free brand to advertise in UK cinema – research shows that cinema advertising is more effective than TV in terms of recall and therefore, we’re confident the campaign will drive awareness and penetration for Genius and the category.”