SUBSCRIBE

Breaking News on Food & Beverage Development - EuropeUS edition | APAC edition

News > Business

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.

Related products

Soup-to-Nuts Podcast: Confections hold steady in face of war on sugar

Soup-to-Nuts Podcast: Confections hold steady in face of the war on sugar

Despite significant headwinds generated by the escalating war on sugar and increasing consumer preferences...

UK sugar tax: The big questions

UK sugar tax: The big questions

The UK has announced a tax on sugar-sweetened beverages. But how hard will it...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New tech on EFSA’s horizon: Crowdsourcing and cyber assistants

New technology like crowdsourcing and artificial intelligence computers is the future of risk assessment,...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

Food firms should prepare for pre-recession spending

Prepare for pre-recession spend – top economist

Food manufacturers should prepare for a positive three years ahead, as the changing economy...

Creepy proteins will be hot

New proteins are creeping on trend

Alternative proteins are a “hot area” of interest and products such as sandwich spreads...

Salt reduction not a priority for UK consumers: LoSalt survey

Salt reduction not a priority for UK consumers, finds LoSalt survey

Caroline Klinge

sales and marketing manager, LoSalt

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

'We will react and respond to any discriminatory measures against Malaysian palm oil,' warns minister

'We will react and respond to any discriminatory measures against Malaysian palm oil,' warns minister

With a recent European resolution calling for tariffs and trade barriers against any palm...

DuPont launches stabilizer for plant-based beverages

DuPont launches stabilizer for plant-based beverages

DuPont Nutrition & Health (DuPont) has launched a new ingredient in its Danisco range...

Seaweed swell: European interest turns tide in superfood’s favour?

Seaweed swell: European interest turns tide in superfood’s favour?

Dr Craig Rose

Managing Director, Seaweed and Co

GEA Aquarius BunchWrapper wrapping machine

GEA sees rise in label-on-stick lollipops

Angelic van der Rijken,

product manager, , GEA Aquarius lollipop equipment,

GEA debuts Comas and Imaforni processing lines

GEA debuts Comas and Imaforni processing lines

Marco Gandini,

VP, head of bakery applications, , GEA

Treofanphthalate-free packaging and mineral oil barriers

Treofan turns to phthalate-free packaging films and mineral oil barriers

Jürgen Schischko

Technical service director, Treofan

Braskem packaging changes color if a product is unfit for consumption

Braskem packaging changes color if a product is unfit for consumption

Marcia Pires

polymer science researcher , Braskem

Manning Impex ups Asian offering for UK market with seaweed snacks

Manning Impex ups Asian offering for UK market with seaweed snacks

UK-based importer and distributor Manning Impex has added Tao Kae Noi seaweed snacks to...

UK cricket flour energy bar wins ife 2017 Sustainable Packaging Award

UK cricket flour energy bar wins ife 2017 Sustainable Packaging Award

Yumpa, a range of energy bars made with cricket flour, is the first of...

Augmented reality: The ultimate hack in flavour perception?

Augmented reality: The ultimate hack in flavour perception?

Dr Katsunori Okajima

Professor, Yokohama National University

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...