Food firm bakes up Genius advertisement

by Douglas Hamilton - 19/10/2010

"Genius Foods is using an Albert Einstein look-alike in what it claims is the first TV advertisement for a gluten-free bakery brand in the UK."

The Edinburgh-based company said it was the “right time” to increase consumer awareness about the brand.

“This is the first advertising campaign for Genius,” said Gemma Lawrie, Genius brand manager.

“We’ve been in the market for over a year and we now have full distribution among the major (supermarket) multiples. We felt that now was the right time to really increase the brand awareness for Genius and do that through broadcast media.”

She added: “The TV ads reflect the core values of the Genius brand – a commitment to quality innovation, soft and delicious bread, coupled with a sense of humour.”

The £3 million campaign starts this week and features an actor who plays Einstein, the theoretical physicist, philosopher and author who is widely regarded as one of the most influential and best-known scientists and intellectuals of all time.

Channel 4 is broadcasting the advert, which is scheduled to run until early 2011. An interactive online advertising campaign featuring Genius competitions and offers will support the campaign.

Ms Lawrie said Genius is aiming to bring in new customers that are avoiding gluten and wheat already. “It’s about overcoming their scepticism,” she said.

More Details: http://www.heraldscotland.com/business/corporate-sme/food-firm-bakes-up-genius-advertisement-1.1062404