Genius Friendlier Lunches

Genius | Roadshow

Bringing great-tasting gluten-free products to consumers

Type: Roadshow Client: Genius
The Challenge

Introduce the great taste of Genius

Genius wanted to showcase the fantastic taste and quality credentials of their range

Due to consumers misconceptions about the taste and quality of gluten-free, Genius wanted to showcase the fantastic taste and quality credentials of their range.

Genius wished to capture the market of those already investing in the gluten-free as well as educating new consumers about its fantastic tasting product range and their benefits.

The Idea

Genius Friendlier Lunch Cafe

Two roadshows to sample across the range in a high quality and desirable setting

Two roadshows were created:

1) To leverage Genius’s sponsorship of the Common Wealth Games in Glasgow, we created a Genius Taste Station, sampling across the range of baked goods. We were delighted to welcome Genius Brand Ambassador and Olympic Athlete Greg Rutherford on the stand!

2) Our Genius Friendlier Lunch café tour visited city centres nationwide offering a free Genius lunchbag – with sandwich, fruit and gluten-free cupcake.

Our Coeliac expert was on hand to answer consumer questions, while participants were encouraged to share their experience with the hashtag #friendlierlunch

Genius Friendlier Lunches
Genius Friendlier Lunches
Genius Friendlier Lunches
Genius Friendlier Lunches
The Impact




Increase in intent to purchase
  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

  • testimonials
  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

  • testimonials
  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

  • testimonials
  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

  • testimonials
  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

  • testimonials
  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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