Raise awareness around Genius bringing it from a niche to a mainstream brand.

Mission coordinated a year long campaign aimed at stepping up from product placement to bold brand-building PR pieces.

Extensive PR campaign including profiling of the founder Lucinda Bruce Gardyne, hosting a Genius gluten free menu afternoon-tea at Claridges, a 100 + journalist drop of Genius Starbucks sandwiches amplified the advertising launch in consumer media with creative news generation.

Secured widespread profiling of Lucinda Bruce Gardyne. Coordinated Claridges gluten free tea event. Executed a product drop to over 100 key journalists. Supported the launch of Genius' advertising campaign.

Generated coverage in leading national print, consumer, trade, broadcast and online media with a PR value of £2,885,562.