Genius gluten-free bread hires Adam & Eve for ad push

Genius: has hired Adam & Eve for £3m ad drive
Genius: has hired Adam & Eve for £3m ad drive

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.

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