Northern Ireland craft baker Genesis Crafty has launched a promotional game created by Brandhouse and Matmi.
Knead for Speed features the company's six founding brothers as stick men and challenges players to win a bake-off. It is available to play on Genesis Crafty's website and Facebook page.
The baker's marketing manager, Liesa Johnston, said: "With our recent expansion across the UK, Waitrose, Sainsbury’s and recently Tesco, developing a social game felt like a natural progression. We wanted to provide an exciting introduction to the brand that left the consumer eager to try the products."
Jeff Coghlan, CEO at Matmi, added: "Genesis Crafty is a fun and quirky brand that lends itself perfectly to a branded entertainment release. The stick men brothers get a new lease of life in wonderful animations, and have plenty of floury fun with players while they show off the company’s traditional baking by hand."