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The free-to-play social game helps to tell the Genesis Crafty story through social game play, and features the company’s six founding brothers in a stick men bake-off of epic proportions!
Marketing Manager at Genesis Crafty, Liesa Johnston, says: “With our recent expansion across the UK, Waitrose, Sainsbury’s and recently Tesco, developing a social game felt like a natural progression. We wanted to provide an exciting introduction to the brand that left the consumer eager to try the products. Brandhouse and Matmi have excelled in delivering an innovative and fun game, which successfully incorporates the heritage of the Genesis Crafty brand.”
Mark Rae, Business Development Manager at Brandhouse, the branding agency behind the game’s strategy, says: “It’s a pleasure to work with a brand such as Genesis Crafty, which has a story that enables a strong emotional engagement between brand and consumer in the digital marketing channel. Throughout the game we have ensured consumers receive an interactive education into the high quality, handmade products launching in the UK, whilst remaining faithful to the story of Six Brothers, Six Bakers, at the heart of the Genesis Crafty brand.”
The game, which will be available from today, features ten increasingly intricate timed levels. Two of the company’s baker brothers are busy making dough for ten types of real Genesis Crafty cakes and breads. Players decide what to bake, turning, kneading, chaffing and flipping the dough between the four other brothers and into the ovens.
“Knead for Speed has been a real meeting of Bread Heads,” says Jeff Coghlan, CEO at Matmi, the new media agency which handled the implementation of the game. “Genesis Crafty is a fun and quirky brand that lends itself perfectly to a branded entertainment release. The stick men brothers get a new lease of life in wonderful animations, and have plenty of floury fun with players while they show off the company’s traditional baking by hand. The game’s socially integrated with full sharing capability through Facebook and twitter. It’s bagels of fun and very flavoursome – enjoy!”
Knead for Speed will appear on Genesis Crafty’s website and Facebook page, and make a bid for UK ‘doughmination’ through a follow-up Brandhouse/Matmi seeding campaign.
About the game
“Knead for Speed” is a frenetic flurry of floury fun, stretching players’ baking (and multi-tasking) skills to the max in a Genesis Crafty bake-off of epic proportions. Will you use your loaf or become a gluten for punishment?
Quality is key – as at Genesis Crafty itself. Leaving the dough for too long, missing a step or forgetting to take cakes out of the oven makes sorry spoils that eat into players’ scores. But baking the right number of cakes and breads perfectly in each level accumulates a well raised result!
Players can post the scores they’re proud of to the global leaderboard – or challenge friends through Facebook and create their very own high score table. The game can be shared over twitter too, and the top scoring Bread Heads can even send a gift or redeem a voucher to buy Genesis Crafty’s gorgeous goods. Sultana scones, toaster wheatens or wee sodas anyone? It’s over to you and your Knead for Speed!
About Genesis Crafty
Genesis Crafty (genesisbreads.com) comes from McErlains Bakery (Magherafelt) Limited and is an Independent Company. This family run business was established in 1968 as a small home bakery and door to door van sales operation. Today the bakery operates with the same values and ethics it did when founded over 40 years ago, ensuring high quality products and service to customers.
It now employees 120 people between premises at the Bakery site and Meadowlane Shopping Centre Outlet, in Magherafelt. Since 1998 when McErlains became Genesis turnover has tripled, employment doubled and almost 4 million invested in creating one of the most innovative – and modern - craft bakeries in the UK, endorsed by Investors in People and BRC accreditations. Annual turnover is currently in the region of £13mil. Today the Bakery is run by Six Bakers who are Six Brothers.
About Brandhouse
“Ever since it became the first ever brand consultancy and design agency under one roof, Brandhouse has been rewriting the rule book. For two decades, the agency has worked with some of the world's greatest organisations to deliver its unique and very powerful brand of growth strategy - Emotional Competitive Advantage. It is now well-acknowledged in science that we feel first, then we think. Decisions are made on an emotional level and then supported by reason. As a result, brands that resonate emotively with their consumers are more successful than those that don’t. By offering both disciplines under one roof, Brandhouse is able to seamlessly translate such insights into strategy (positioning, innovation and architecture) and creative (identity, design and digital).”
About Matmi
In the ever-evolving world of digital advertising and marketing, brands who work with Matmi achieve astonishing results. Celebrating its 10th year in digital marketing and adding a Webby Award’s Official Honoree and Cannes Lions shortlist to the trophy wall, Matmi engages brands and buyers in successful, loyal relationships by creating pioneering online, social and mobile experiences.
That’s why many companies – United Airlines, MAC Cosmetics, Red Bull, EMI Music (Gorillaz, Lily Allen, Iron Maiden), ASDA/Walmart, Cancer Research, Comic Relief, ITV and Vimto Soft Drinks - have already joined us and grown in a place we call the Matmisphere. We’d love to meet you there (but there’s every chance a piece of our award winning work will find you first). Enjoy.
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