UK cinema advertising contractor Pearl & Dean and dessert brand Gü have launched a unique new campaign – ‘Indulgent Cinema with Gü’ – that sees the brand promoting its luxurious sweet treats in 30 independent cinemas across the UK.
Marking the first time Gü has worked with cinemas, the brand wanted to create an association with indulgence among a premium audience. Pearl & Dean, which is celebrating its 70th birthday this year, took a bespoke approach to the brief and assembled a collective of 30 independent cinemas from across the UK to deliver a cohesive brand partnership.
Indulgent Cinema with Gü offered samples of the brand’s famed Zillionaire Cheesecake at screenings of Magic Mike’s Last Dance in its opening weekend. The sampling experience was paired with a new on-screen advertising campaign, created by Lucky Generals and media agency Goodstuff, that celebrates the delicious layers that make all of Gü’s products more indulgent than other sweet treats.
The campaign is running ahead of screenings of Magic Mike’s Last Dance and Barbie between February and September of this year. Participating exhibitors include: ARC Cinemas, The Chiswick Cinema, Edinburgh Dominion, Nova Cinema, Riverside Studios, Peckhamplex, The Light, Tivoli, Really Local Group and WTW Scott Cinemas. The activity also includes a prize draw1 where customers can win the ultimate indulgent experience with a luxurious hotel stay at Le Manoir in Oxford and a seven course dinner.
As well as the independent cinema activity, Gü will also become the headline sponsor for outdoor cinema company Pop Up Screens’ events across the summer.
Catherine Ferguson, head of agency strategy at Pearl & Dean said: “We’re incredibly excited to be launching a campaign that not only delights film lovers but also finds new commercial ways to support independent cinemas. This curated and collective approach allows brands to create unique local experiences on a national scale.’’
Kate Utting, UK marketing controller at Gü, said: “This is the first time we’ve invested in cinema as a brand and we’re delighted with the approach Pearl & Dean and Goodstuff have taken with the planning. This is an exciting opportunity for us to connect and engage with our audiences through new, unexplored channels and we’re really excited to bring an elevated snacking occasion to the big screen.’’
Mark Williams at WTW Scott Cinemas said: ‘’At WTW we are always looking for ways to engage and thank our loyal cinema audiences and so partnering with Gü on the opening nights of these two films is a great way to achieve this.’’
Tash Hall, head of partnerships at Goodstuff Communications, said: “Goodstuff are thrilled to have brought together Gü and Pearl & Dean; for a bespoke partnership in its truest form. Aligning with Gü’s new brand platform ‘There’s More to Gü’, the campaign is designed to surprise and delight cinemagoers at key moments across the year including a sampling campaign”