The Food & Drink Innovation Network

December 8th, 2011

Dessert brand Gü (Noble Desserts Holdings Ltd.), has announced a £1.2m brand campaign over the Christmas period.

The activity will include national TV advertising, NPD, digital, PR and experiential and the launch of new Christmas desserts.

Gü’s marketing investment will see a new national TV campaign in the form of 30 and 10 second ads, which broke nationally on Saturday 3rd December with a coveted spot during ITV’s X Factor.

The ad is also being broadcast on other spots on ITV, Sky and Channel 4 until 31st December.

Created by DDB UK, the ad builds on the brand’s summer TV campaign – ‘Give in to Gü’ – which promoted the idea that giving into everyday urges has no real consequences.

The new ad features a series of everyday wintry vignettes which people may find hard to resist such as a large pile of crunchy autumn leaves, a blanket of fresh snow and a candle dripping with wax.

The end frame has a steaming hot Gü Chocolate Soufflé and the tagline ‘Give in to Gü’ which has been given a festive treatment.

As part of the Christmas campaign, Gü will also launch a new range of desserts.

Designed to add more choice to those consumers looking to buy desserts for entertaining over the festive period, the new limited edition Gü Chocolate Bauble range is presented in sparkly gold foiling and table-ready transparent baubles.

All consumers need to do is remove the lid and serve their guests directly from the bauble.

The range is available in a large format, with two indulgent varieties on sale.

Gü Splendidly Sumptuous Cherry & Chocolate Bauble and Gü Gloriously Glam Raspberry & Chocolate Bauble contain a layer of either red sour cherry compôte or raspberry compôte, made from over 50% real fruit, soft chocolate Joconde sponge and a dark chocolate mousse.

All are topped with a layer of Gü’s signature ganache and decorated with chocolate triangles shaped like Christmas trees.

Only 13,000 big Baubles will be produced and each one will have a unique code printed on the pack.

Gü’s digital team will be supporting this via social media using innovative Facebook technology.

Every time a unique code is entered on Facebook, Gü will hang a bauble on the office Christmas tree – each entrant stands to win a present from under the tree.

Facebook fans will be able to see photos of the Gü Christmas tree become increasingly decorated.

On 6th January, fans can join Gü on Facebook to watch the baubles being taken down and the winners of the Christmas prize draw announced.

The company has also developed a range of individual puddings ideal for after dinner treats. NEW Gü Fantastically Festive Cherry & Vanilla Cheesecake and Gü Deeply Decadent Raspberry & Vanilla Cheesecake Baubles contain layers of sour cherry or raspberry compôte, soft chocolate Joconde sponge and rich vanilla cheesecake, topped with a layer of Gü’s signature chocolate ganache.

To help drive sales and stand out on shelf during the Christmas period, the packaging for 11 products in the Gü ramekin range have been given a festive makeover and will be available in gold or silver livery.

The new Gü Splendidly Sumptuous Cherry & Chocolate Bauble (serves 8-10), has an RRP of £15 and will be available exclusively at Sainsbury’s from mid December.

Gü Gloriously Glam Raspberry & Chocolate Bauble (serves 8-10) has an RRP of £15 and will be available exclusively at Waitrose from mid December.

Gü Fantastically Festive Cherry & Vanilla Cheesecake Baubles are available in a pack of six (120g each) with an RRP of £12 and will be available at Waitrose from mid December.

Gü Deeply Decadent Raspberry & Vanilla Cheesecake Baubles has an RRP of £12 for a pack of six (120g each) and will be available in Tesco from mid December.

In a bid to engage with new and existing consumers, drive sales of the new products and associate itself with Christmas, an interactive roadshow will tour shopping areas across the UK from 16 to 22 December.

The Gü Sparkle Box, a branded shipping container, will feature Gü Christmas angels sampling the new look ramekin range and make up artists who will give shoppers sparkly makeovers.

Inside the Box, special glass cases will house sparkly designer items which will be given away as part of a Sparkly Competition on Facebook.

Visitors will be directed to Gü’s Facebook page, with the option of going through a QR code, where they will be given the chance to enter into a draw to win the prizes via a specially designed app.

They will also receive a coupon giving them details of the Christmas range and driving them in-store.

The Gü Sparkle Tour, which aims to reach over 10,000 people, will visit:

Westfield Shopping Centre, Shepherds Bush, London on 16th December
East Piazza 2, Covent Garden, London on 17th December
Rotunda Square at the Bullring, Birmingham on 21st December
Orient Way, the Trafford Centre, Manchester, on Thursday 22nd December

The campaign will also be supported by digital and PR activity.

Joseph Liu, Senior Brand Manager at Gü Puds said: “Gü Puds currently has UK sales over £30m with strong year-on-year growth at +20%.

“Gü also has an incredibly strong reputation in meeting the consumer demand for high quality premium desserts.

“Christmas is a critical occasion for the brand and whilst our awareness is high, we are keen to attract consumers who have not yet tried our products.

“Our “Give in to Gu” campaign aims to communicate the brand’s indulgent positioning, whilst being relevant to consumers who are shopping for the festive season.

“Given that consumers are seeking puddings to impress friends and family at Christmas, our new showstopping Baubles perfectly meet that demand, whilst our experiential and digital activity will drive them in-store and increase our share of the ready made premium desserts segment.”

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