Genius appoints Maynard Malone to handle digital for Perfect Toast campaign
Gluten free brand Genius Foods has appointed Maynard Malone to handle the digital aspects of its 'My Perfect Toast' campaign.
The campaign will involve an app which allows users to make and share their own virtual 'perfect toast': from the type of bread to the level of toastiness.
Mari Laidlaw, marketing manager at Genius, said: "Maynard Malone's proposal interlinked the physical and digital trial of our products, leading festival goers to online channels and therefore increasing our database and potential for on-going engagement and retention. We feel this new interest in Genius products will encourage consumers to discover delicious gluten free eating for themselves.”
The campaign will also include a sampling tour, where people will be able to receive an e-voucher for money off their next purchase through a QR code.
Maynard Malone's managing director, Ameet Chandarana, added: "'My Perfect Toast' is an innovative and refreshing app. Taking an offline, personal experience and bringing it to life in the digital environment, the campaign strengthens the customer's relationship with Genius and bridges the gap between creating their perfect toast online, to making a purchase in store. The digital element is central to the campaign and this, combined with user generated content, will leave behind a long-lasting legacy with consumers."
This follows a recent brand redesign with Pearlfisher.
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