Genius Gluten Free, Asda and Maynard Malone innovate with #ShelfieSelfie

The team at creative digital agency Maynard Malone has been tasked with providing digital support for gluten-free food producers, Genius Gluten Free’s innovative new campaign with supermarket giant Asda.

Genius Gluten Free products currently sit in the free-from aisle in the supermarket however the gluten-free producers are launching an innovative campaign with Asda which will see their bread products become the first free-from loaves to be placed amongst mainstream products.

The trial, where Asda place Genius Gluten Free 350g white and brown bread in the bread aisle, aims to demonstrate to consumers that these products needn’t be segregated from other products and that you don’t have to sacrifice taste when choosing gluten-free and that actually everyone can benefit from reducing gluten in their diet.

Maynard Malone will be leading the social activation campaign to support the trial, focusing on Facebook and Instagram. Consumers will be encouraged to upload images to the platforms as part of a #ShelfieSelfie campaign, which will involve consumers taking ‘selfies’ with the Genius bread products in the supermarket. Prizes will be up for grabs for 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.

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.”

Maynard Malone managing director Ameet Chandarana said: “Digital is core to supporting this campaign and raising awareness of the products and demonstrates the opportunity to jump onto trends quickly, in this case selfies. This particular campaign will provide Genius with user generated content, which will leave behind a legacy with consumers long after the initial trial which will hopefully help to encourage supermarkets to encompass more free-from products in their aisles.”