Gluten-free food specialist launches genius ad campaign

Genius Foods is the first ever gluten-free brand to advertise on UK television featuring a recreation of Albert Einstein. The new £3 million campaign launched on Monday with an advert featuring an Einstein character played by an actor wearing a specially designed prosthetic mask.

Since its launch in May 2009, Genius has become the category brand leader and the award-winning gluten-free food specialist is hoping to attract new consumers who will benefit from Genius bread with their latest marketing.

The television advertising will be broadcast across the Channel 4 network, amongst other channels, and is scheduled to run until early 2011. An online advertising campaign will also run alongside this to support the campaign.

The founder of Genius, Lucinda Bruce-Gardyne said: “It’s a real buzz for us to be the first gluten-free brand to launch this type of campaign. We wanted it to be quite playful and humorous and to reflect the core values of the Genius brand. It’s a massive step for us to invest in such a large-scale advertising campaign and illustrates our ongoing commitment to build the business through substantial re-investment.”