Genius: has hired Adam & Eve for £3m ad drive
Genius gluten-free bread hires Adam & Eve for ad push
Gemma Charles, marketingmagazine.co.uk, Tuesday, 21 September 2010, 8:30am,
Genius, the gluten-free fresh bread brand, is rolling out a £3m marketing drive to raise awareness of its range.
The product, which is owned by brand development company Chartered Brands, has appointed ad agency Adam & Eve to create the campaign. It will span TV, press, radio, digital and point-of-sale activity.
Angela Pirrie, brands director at Chartered Brands, claimed the activity, which is due to break next month, would be 'unique and innovative'. Adam & Eve won the business following a four-way pitch.
Genius is stocked by Tesco, Asda, Selfridges and Waitrose, among others. The bread was created by Lucinda Bruce-Gardyne, a professional chef whose son is gluten intolerant. The range first went on sale in 2009.
This article was first published on marketingmagazine.co.uk
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