Case Study: Genius Food boosts gluten-free purchase intent with i2i Marketing's Brand Theatre

Genius Food - Customer Case Study

Genius Food, a food brand focused on great-tasting gluten-free products, wanted to expand its appeal beyond existing gluten-free shoppers. Working with i2i Marketing and its Brand Theatre service, the challenge was to overcome consumer preconceptions about the taste and quality of gluten-free food while educating a wider audience about the benefits of the range.

i2i Marketing created two experiential roadshows: a Genius Taste Station tied to the Commonwealth Games in Glasgow, and a Genius Friendlier Lunch café tour across city centres offering free gluten-free lunchbags. The campaign featured product sampling, a brand ambassador appearance, expert Q&A, and social sharing via #friendlierlunch, resulting in a 98% increase in intent to purchase and 100,000 “friendlier lunches” delivered.

Genius Food