SUBSCRIBE

Breaking News on Industrial Baking & Snacks

News > Manufacturers

Read more breaking news

 

 

Genius pumps ‘a good whack of its budget’ into Commonwealth Games sponsorship

By Anna Bonar+

29-Jul-2014
Last updated on 29-Jul-2014 at 14:17 GMT2014-07-29T14:17:51Z

"We have a digital activity going on called ‘Toast The Champions’ when people can send messages of support through social media and they get them back burned into the piece of toast,” said Mari Ann Laidlaw, marketing manager at Genius.
Loading the player...

Genius Foods, the UK’s leading gluten-free food producer, made a big investment into its summer campaign after being asked to be an official provider of the Glasgow 2014 Commonwealth Games.

Normally signing a sponsorship deal with sporting mega-events is something that companies have to compete for and prepare for years. However, that was not the case for Genius, gluten-free food producer from Edinburgh.

“This is something you would go and search for, however, we sampled last year and it was so successful that the games actually came to us looking for a provider,” said Mari Ann Laidlaw, marketing manager at Genius Foods.

Despite having had an easier process than other companies Laidlaw said the Commonwealth Games had extremely strict regulations and guidelines they had to meet:

“Every single thing we designed needed to go through the Games. From the largest piece of the stand right down to the type of cutlery that we were using. Aprons, uniforms, every single little piece had to be signed off by the Games,” Laidlaw added.  

The company was present round each of the venues, the athletes village and the Glasgow Green. It was providing its bread to the athletes village as well as sampling toasts, croissants, choc chip brioche and lemon chocolate cupcakes at Glasgow Green.But, was not just the sampling that Genius prepared for the Games.

“We pulled together a fully-integrated campaign. We have a digital activity going on called ‘Toast The Champions’ when people can send messages of support through social media and they get them back burned into the piece of toast,” said Laidlaw.

Through its presence at the Commonwealth Games the company hoped to raise the brand awareness and raise the buzz around gluten-free food.

“We want people to understand that just cutting out that little bit of gluten every day in your diet can make you feel better. We want to be the brand that takes them on that journey,” Laidlaw added.

The company’s summer investments went beyond the Commonwealth Games. As part of its summer campaign Genius installed pop-up sampling cafes all around the UK.

Bread hit hard by price wars

Bread is ‘price war casualty’ – FoB director

Bread is one of the biggest casualties of the supermarket price war, as retailers...

food packaging, business, women

How to be a successful woman in the packaging industry

Passion, determination and ambition: all top tips for aspiring businesswomen, say three senior Swedish...

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

USDA WASDE: Wheat supply up but ‘quality issue emerging’ says AHDB

Wheat supply up but ‘quality issue emerging’

Wheat supplies have hit record levels across the globe, but for France and some...

UK gluten-free businesses should storm Europe

Europe is ripe for UK gluten-free businesses

France and other European countries are prime targets for the UK’s established gluten-free (GF)...

Manufacturers are struggling with healthier food calls

Bakeries struggling with calls to cut salt, sugar and fat

Manufacturers of baked goods are reaching a point where calls to cut salts, fats...

Thins in packaged bread could spark growth, Mintel

Can ‘thins’ save a dwindling packaged bread sector?

‘Thins’ have taken off in the US and Canada with bread, bagel and even...

Bread innovation needed amid carb, additive backlash: Mintel

Additives and carb backlash stumps bread innovation, says Mintel

Stephanie Pauk and Pam Yates

Analysts, Mintel

Verdiujns extends portfolio of BRC-certified  wafers

Verdiujns extends portfolio of BRC-certified wafers

Verduijns Fine Biscuits launched three savory variants to its portfolio of organic wafers at...

Dutch baker Daelmans aims to take stroopwafels worldwide

Dutch baker Daelmans aims to take stroopwafels worldwide

Daelmans has been making the caramel waffles for over 100 years and today, is...

Kettle Chips ventures into new snack territory with Snyder’s-Lance

Kettle Chips ventures out of UK and to new snack territory with Snyder’s-Lance

UK business Kettle Foods is diversifying into new snacking avenues such as popcorn and...

Soviet era’s Long Chips’ journey of endurance

Soviet era’s Long Chips’ journey of endurance

Pernes L’s Latvian snack, Long Chips, survived the collapse of the Soviet Union in...

Ex-flight attendant creates PaPis pea protein snacks for passengers

Ex-flight attendant creates PaPis pea protein snacks for business class passengers

Startup PaPicant has developed PaPis, a savory snack bar targeted at first and business...

wow!bab targets supermarkets with baobab cereals and bars

wow!bab targets supermarkets with baobab cereals and bars

German cereal and cereal bar company Frutelia is eyeing mainstream supermarket listings for its...

Cola-flavored biscuits: Döhler borrows from beverages for bakery

Cola-flavored biscuits: Döhler borrows from beverages for bakery concepts

Döhler showcased an array of concepts for the bakery industry inspired by drinks at...

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...