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 luxurious 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 of Gü’s products more indulgent.
The headline partnership kicked off with a screening of Dirty Dancing at Ravenscourt Park in Hammersmith on July 21st, where the brand set up stalls on-site, offering free samples of Gü desserts to all.
This partnership ties in with the second phase of the brand’s Indulgent Cinema with Gü campaign across independent cinemas, which began last week at screenings of Barbie during its opening weekend. The partnership sees Gü offering cinema audiences samples of its luxurious Mixology desserts, including flavours such as Passionfruit Martini and Strawberry Daiquiri. 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 the activation in 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.
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.
Kate Utting, UK Marketing Controller at Gü
Featured image: Indulgent Cinema with Gü campaign