Gü Desserts, the UK’s leading premium dessert brand, is excited to announce its “Love is…” campaign, designed to stimulate demand across the Valentine’s sales period. Amid a challenging retail landscape and a decline in Valentine’s Day spending*, Gü’s campaign is set to inspire UK couples to look for the small ways to show their love, from a sweet text to a sweet treat to share.
From the middle of January, Gü will help shoppers make small, sweet gestures by featuring loving messages on promotional packs. The range includes indulgent desserts such as “One in a Zillion”, Zillionaire’s cheesecake, “You Melt My Heart”, Chocolate Melting Middle, and “You’re the Zest” Spanish Lemon cheesecake.
The packs will also carry a QR code for an on-pack giveaway with the chance to win an ultimate hamper, amongst other prizes.
Kate Utting, global brand and UK marketing controller at Gü, explains the campaign’s dual focus: “Our ‘Love is…’ campaign will encourage consumers to share what love is to them in small and meaningful ways. Our limited-edition packaging offers shoppers an easy and affordable way of showing their love. We hope this will support our retail partners and drive sales across this key period”
Importantly for retailers, impressive sales figures back the campaign. Gü recently reported sales of over £73.7m and is growing at +3.8% RSV vs YA, making it the number-one dessert brand in the UK**. With exciting promotional activity across the trade this Valentine’s, including an unprecedented offer through Nectar, Gü is confident it will attract more consumers throughout this key period.
This campaign presents an excellent opportunity for retailers to tap into a proven market leader during a key sales period.
Gü is also looking to dial up awareness over the key period with a social media campaign focused on sharing both humorous and sweet consumer stories of what love is to them. This includes daily love nuggets, romance dos and don’ts, and ways to bring a little indulgence to shared moments. All of which are designed to drive consideration and boost in-store demand.
