The decadent dessert brand Gü has paired with cinema advertising brand Pearl and Dean to launch a new campaign ‘Indulgent with Gü’. The campaign is the dessert brand’s first foray into the movie theatre world and will see the puddings hit 30 independent cinemas across the UK.
Pearl and Dean – who represent some of the UK’s largest cinema brands including Showcase, Empire and Curzon, as well as over half of its independent cinemas – chose the cinemas and will be selling samples of the brand’s Zillionaire Cheesecake at screenings of ‘Magic Mike’s Last Dance’ (featuring Channing Tatum and Salma Hayek).
Cinema goers can get a taste of the sticky dessert at spots including Peckhamplex, The Chiswick Cinema, Edinburgh Dominion and The Light. As well as a taste of indulgent pudding, viewers can also partake in a prize draw where they could win a seven course luxury meal and a stay at Le Manoir hotel in Oxford.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
“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,” said head of agency strategy Catherine Ferguson.
“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,” said Gü’s UK marketing controller Kate Utting.
“We’re really excited to bring an elevated snacking occasion to the big screen,” she added.
The product will also appear on the screen with specially created campaigns by advertising agency Lucky Generals and media agency Goodstuff. The brand will also be the headline sponsor at Pop Up cinema events later this year. Spring might have barely begun but who isn’t looking forward to summer?
