Genius Foods became the first gluten-free bakery brand to advertise on UK TV this week, kicking off a £3 million campaign using an Albert Einstein double.
Genius licensed the rights to recreate the image of Einstein through Greenlight, which represents the Albert Einstein estate.
The TV blitz is now running across the Channel 4 network, featuring on terrestrial and digital channels. It is scheduled to run until early 2011.
An interactive online advertising campaign featuring exclusive Genius competitions and offers will also run alongside the TV.
The campaign was developed by Adam & Eve.