The messages are digitally printed onto a visual piece of toast, which the public can then share across multiple social media platforms including Pinterest, Facebook, Twitter, Instagram and email.
The campaign, created by Maynard Malone, will automatically scrape social media references to #ToastTheChampions and generate an @reply with the branded toast, using both human and digital moderation.
Mairi Laidlaw, marketing manager at Genius, said: “We are delighted to have been named official provider of Gluten-Free Baked Products to the Commonwealth Games this year when they are hosted in Scotland, where Genius Foods is headquartered. We tasked Maynard Malone with providing a creative, but simple mechanic to communicate the benefits of gluten-free products to a wide audience, and are excited to see the campaign go live this week.”
During the Winter Olympic Games, sponsor McDonalds invited the public to send messages of support to athletes and teams competing in Sochi by using the hashtag #CheersToSochi.