The product, which is owned by brand development company Chartered Brands, has appointed ad agency Adam & Eve to create the campaign. It will span TV, press, radio, digital and point-of-sale activity.
Angela Pirrie, brands director at Chartered Brands, claimed the activity, which is due to break next month, would be 'unique and innovative'. Adam & Eve won the business following a four-way pitch.
Genius is stocked by Tesco, Asda, Selfridges and Waitrose, among others. The bread was created by Lucinda Bruce-Gardyne, a professional chef whose son is gluten intolerant. The range first went on sale in 2009.