Gü is embarking on the second phase of its ‘Give in to Gü’ campaign, first launched in May, with its largest ever Christmas-themed campaign, through DDB UK.
The agency has created a new festive standalone 10-second TV ad designed to showcase a new range of temptingly tasty Christmas products by Gü.
The assortment consists of giant baubles (Gü Splendidly Sumptuous Cherry & Chocolate Bauble and Gü Gloriously Glam Raspberry & Chocolate Bauble), packs on mini baubles (Gü Fantastically Festive Cherry & Vanilla Cheesecake and Gü Deeply Decadent Raspberry & Vanilla Cheesecake Baubles), plus the ramekin range in limited edition gold and silver packaging.
The camera delves inside a fridge, brimming with all the usual Christmas dinner ingredients; roast meats, cheese and seasonal veg, before homing in on the indulgent treat you “can’t help but try straight away’, the new Gü Christmas range.
There will also be a revised version of the original 30-second ad from May, featuring a selection of new seasonal scenes; such as freshly laid snow awaiting the first crunch of a footprint, and a pool of molten candle wax that lures the viewer in to touch it.
The TV activity is part of Gü’s £1.2m marketing investment across TV, PR, and experiential, sampling, packaging and social media.
DDB UK creative director Grant Parker commented: “Christmas gives us an even better reason than usual to indulge ourselves and give in to a delicious Gü pudding. The new TV ad keeps the theme of temptation, but
seasons it with Christmas festivity.
Gü Puds senior brand manager Joseph Liu said: “Our ‘Give in to Gü’ campaign centres on the idea that giving in to indulgence is perfectly acceptable, which is especially relevant during Christmas.
“Many consumers are entertaining friends and family during Christmas, and our new Christmas Baubles are perfect for that occasion. This Christmas, we’re making our largest ever marketing investment to support our new seasonal puddings. Building off our successful summer campaign, we remain focused on communicating the brand’s indulgent positioning, while ensuring the brand is relevant to consumers shopping for high quality desserts during the festive season. Additionally, our new experiential and digital activity will provide consumers with a unique opportunity to directly engage with our brand this Christmas.”
