Maynard Malone helps Genius deliver My Perfect Toast

Creative digital agency, Maynard Malone, has been appointed to provide digital support to Genius Foods, the largest gluten free brand in the UK, for its social and experiential summer campaign.

Maynard Malone will support the integrated marketing campaign during Genius’ summer sampling programme. The ‘My Perfect Toast’ campaign will involve an app which allows users to make and share their own virtual ‘perfect toast’; it will be compatible with Facebook and mobile responsive. The user can select their preferred bread type, toast it to the desired level and finally apply their chosen toppings. The app is a tongue-in-cheek way of creating your perfect toast, which can be shared via social media channels – acting as a light-hearted hint to the person who doesn’t make your toast quite right.

At the heart of the ‘My Perfect Toast’ campaign is a sampling tour to various UK festivals and town centres in the Genius branded campervan, including Latitude, Cornbury and the centre of Edinburgh. Consumers can use a QR code to find the app and receive an e-coupon for money off their next Genius loaf. The aim is to prove to consumers that Genius’ gluten free foods are delicious for everyone.

The gluten free market is a high growth category, with a growing number of consumers turning to a gluten free diet as a lifestyle choice. Genius Foods is the category leader for gluten free bread with almost 50% of the market share.

It is estimated that the tour will generate 500,000 tastings of Genius toast and a further 40,000 digital slices will be made using the app. It is hoped this will drive traffic to Genius’ online channels, including Facebook and the website.

Mari Laidlaw, marketing manager at Genius said: “Maynard Malone’s proposal interlinked the physical and digital trial of our products, leading festival goers to online channels and therefore increasing our database and potential for on-going engagement and retention. We feel this new interest in Genius products will encourage consumers to discover delicious gluten free eating for themselves.

Maynard Malone’s managing director, Ameet Chandarana, commented: “‘My Perfect Toast’ is an innovative and refreshing app. Taking an offline, personal experience and bringing it to life in the digital environment, the campaign strengthens the customer’s relationship with Genius and bridges the gap between creating their perfect toast online, to making a purchase in store. The digital element is central to the campaign and this, combined with user generated content, will leave behind a long-lasting legacy with consumers.”