Dessert brand Gü is expanding its cinema partnership with UK cinema advertising contractor Pearl & Dean, following the success of the first phase of its Indulgent Cinema with Gü campaign, where the brand promoted its sweet treats in 30 independent cinemas across the UK in February.
Building on this success, Gü is the headline partner this summer for London-based outdoor cinema company, Pop Up Screens. Throughout the summer, Gü will have branding across all Pop Up Screens sites, with opportunities for guests to enter competitions to win products and a range of other prizes. There will also be on-screen advertising, created by Lucky Generals and media agency Goodstuff, that celebrates the delicious layers that make all Gü’s products more indulgent.
Pearl & Dean took a bespoke approach to the brief, identifying unique locations with a reach of around four million people, allowing Gü to run a full-scale national activation whilst also supporting independent cinemas.
The campaign marks a media first for Gü, which had never worked with cinemas prior to February, in which the brand gave away over 10,000 samples of its famed Zillionaire Cheesecake at screenings of Magic Mike’s Last Dance in its opening weekend.
Kate Utting, UK marketing controller at Gü said, “The cinema partnership has added another dimension to our brand activation this year as we position Gü as the ultimate sofa treat. Offering consumers a free Gü while they're relaxing with a great movie in an independent cinema is a perfect moment of receptivity.”
Catherine Ferguson, head of agency strategy at Pearl & Dean said, “We knew that cinema would be the perfect pairing for indulgent dessert brand Gü to reach a bespoke audience that is looking to treat themselves. It's fantastic that the first phase of the activation across independent cinemas was so successful, and we're excited that Gü is building on this further with a headline partnership with Pop up Screens this summer."
Tash Hall, head of partnerships at Goodstuff, said, “Goodstuff is delighted by the evolution of our partnership between Gü and Pearl & Dean; deepening the association with cinema as the perfect consumption moment for Gü by aligning with key releases like Barbie across independent cinemas nationwide, and a summer of activations at Pop Up Screens events as the headline partner.”
Pearl & Dean www.pearlanddean.com