Award-winning premium dessert brand, Gü, will be kick-starting 2020 with a tongue-in-cheek, limited edition Valentine’s Day campaign – Love Notes. Following its most successful year to date, the number one chilled dessert brand[1] is aiming to get people talking with a light-hearted packaging refresh across the Gü cheesecake range that will hit shelves at the end of January.

Inspired by a selection of some of the most iconic love songs, packs will showcase lyrics with a twist, including: “Everything I do, I do it for Gü” Zesty Lemon  cheesecakes, the “I can’t help falling in love with Gü” Zillionaire cheesecakes, and “I’m in love with the shape of Gü” Sumptuous Salted Caramel cheesecakes – making it the perfect dessert or gift this Valentine’s Day. The limited-edition packaging will be supported by the brand’s biggest advertising investment in recent years, led by an out of home campaign, which will include an engaging interactive digital activation at London Waterloo station.

Gü’s Love Note campaign will be the first of a number of initiatives as part of the brand’s new, wider “Time for Gü” platform which champions real life indulgent dessert occasions, from date night to Friday night, or even just ‘there’s something new on Netflix night’, reminding shoppers that there is always time to indulge in their favourite dessert.

“As couples and friends gather to celebrate time together on Valentine’s Day, getting the perfect indulgent dessert is always key,” comments Amy Heap, marketing controller, Gü.

“We have seen first-hand just how big an occasion Valentine’s Day is within the chilled desserts category. The brand experienced its highest week of sales[2] during this period in 2019 and half of these sales originated from new shoppers[3]. This year’s up-weighted investment will demonstrate the power that a well-timed campaign can have on sales as we expect to see a significant uplift in the period

“Gü’s Love Notes campaign is a step-change from recent creative, designed to create memorable moments while having fun with the brand. It delivers a strong opportunity to drive new shoppers to the chilled desserts category at a pivotal time while simultaneously setting the brand up for what is going to be an exciting year ahead.”

The campaign will be supported with a 360-support plan including in-store, digital, social influencer engagement, outdoor and PR.

For more information about Gü, please visit https://www.gupuds.com/

[1] Nielsen Scantrack 12 W/E 28.12.19

[2] Nielsen Scantrack 4w/e 23.02.19

[3] Nielsen Homescan 4w/e 23.02.19

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