Genius looks to drive awareness of gluten-free benefits with its largest ever above-the-line investment

“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,” explained Genius marketing director, Steve Clarke.

“Our latest advertising campaign is design to raise awareness of this in a humorous and light hearted way, educating consumers on the physical benefits gluten-free bread offers. We also want to demonstrate that, if consumers do fall into the category of feeling uncomfortable after eating gluten, then Genius is the solution to their problem, enabling them to continue enjoying delicious, fresh bread but without feeling uncomfortable.”

The campaign marks the largest above-the-line investment from the brand. The advert itself features three uncomfortable looking animated characters – a duck, a hedgehog and a robin – with the tagline ‘Bread shouldn’t feel like this’ highlighting the side effects of gluten intolerance.