Genius
Gluten Free has launched a new social media campaign with the Asda chain, called
#ShelfieSelfie, which will focus on Facebook and Instagram. The campaign aims to
support a trial, where two Genius loaves will be placed amongst mainstream bread
products, becoming the first free-from breads to do so.
Created by digital agency Maynard Malone, the campaign will encourage consumers to take ‘selfies’ with the Genius bread products being listed at Asda. Prizes will be given to the most creative images, with the overall winner receiving a weekend at Center Parcs and a basket of Genius Gluten Free products. A digital display of the products will also be held on Asda.com.
The product trial will see Asda place Genius Gluten Free 350g white and brown bread in the bread aisle, and aims to demonstrate that these products need not be segregated from other products.
Mairi Laidlow, marketing manager at Genius said: “The gluten-free market is a high growth category, with more consumers thinking about turning to a gluten free diet as a lifestyle choice and Genius Gluten Free is one of the category leaders for gluten free bread. It is important to make consumers aware of the benefits of gluten-free products and make them as accessible as possible.”
Created by digital agency Maynard Malone, the campaign will encourage consumers to take ‘selfies’ with the Genius bread products being listed at Asda. Prizes will be given to the most creative images, with the overall winner receiving a weekend at Center Parcs and a basket of Genius Gluten Free products. A digital display of the products will also be held on Asda.com.
The product trial will see Asda place Genius Gluten Free 350g white and brown bread in the bread aisle, and aims to demonstrate that these products need not be segregated from other products.
Mairi Laidlow, marketing manager at Genius said: “The gluten-free market is a high growth category, with more consumers thinking about turning to a gluten free diet as a lifestyle choice and Genius Gluten Free is one of the category leaders for gluten free bread. It is important to make consumers aware of the benefits of gluten-free products and make them as accessible as possible.”
Source: NamNews - Friday 27th June 2014
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