It’s been a busy year for Genius. They’ve spent the last twelve months working hard to improve their bread from the ground up. They know that good dough is made in the details, so they revisited every step of their process to make sure this is their best bread yet. From sourcing the perfect ingredients to improving the baking process, nothing was overlooked in the search for the perfect loaf.
With the bread sorted, Genius asked St Luke’s to tell the story of the improved loaf. After enjoying the latest bread, we thought we should let it speak for itself: Genius now tastes better, smells better, and feels better. By drawing on these three qualities – taste, aroma, and texture – we were able to make a simple but powerful campaign that looks every bit as good as the bread does.
Coinciding with a bold and beautiful re-brand, the final campaign features three 20” online videos, a suite of digital banners, press ads, and direct mail – utilising a highly targeted media strategy to hit multiple consumer touch points.
The campaign went live on October 2nd and will run until Christmas. If you’re coeliac, gluten intolerant or eat gluten-free by choice, we definitely recommend trying Genius’ best loaves yet!