Genius is launching what it claims is the biggest-ever above-the-line advertising investment in free-from bakery.

Running from 18 May, the digital-exclusive push - with a budget of about £750,000 - will incorporate a mix of video-on-demand spots on 4OD, ITV Player, YouTube and Facebook. Genius, which ran a TV push in 2010, said digital was better suited than TV to its core audience of 24 to 45-year-old women.

The ad features three animated characters with the tagline ‘Bread shouldn’t feel like this’. It is designed to highlight side effects such as bloating that might be experienced by those with a gluten intolerance.