New campaign positions Gü as more enticing than ice cream or chocolate

When you're craving a sweet treat, you're not short of options. A new campaign positions Gü as a cut above its rivals, and we explore how Lucky Generals and Goodstuff went about it.

Written By: Tom May

1 February 2023

Founded in 2003 in London, the dessert brand Gü has grown significantly over the last two decades. So much so, it now sells its sweet treats across the United Kingdom, Austria, Germany, the Netherlands, France, Australia, New Zealand, Italy and the United States. But in its 20th year, it still has ambitious growth plans.

And so the brand tasked Emmy-nominated creative agency Lucky Generals and media agency Goodstuff to launch a new campaign to attract new consumers, by focusing on quality and positioning Gü competitively against rivals.

The result is 'There's More to Gü', a campaign that celebrates the delicious layers that make up all of Gü's products and so, it's claimed, make it a more interesting treat and indulgent than even ice cream or chocolate.

A hero TV spot follows an immersive 'spoon's eye' journey through each decadent texture of Gü's Zillionaire cheesecake, all accompanied by a jazz-inspired track with different instruments coming in as the different layers of the sumptuous dessert are revealed.

The new positioning kicked off in 2022 with an update to the brand's packaging and website and will now spread across all aspects of its marketing, such as in-store activity, sampling events, and digital, TV, and streaming ads.

Goodstuff have also partnered with Pearl & Dean to enhance the multi-layered experience, extending from visibility around key openings to sponsoring Pop Up Screens across the Summer. Overall, the campaign represents the biggest marketing spend in Gü's history.

Augusto Sola, creative director at Lucky Generals, says: "What a joy to work with an iconic brand like Gü… and not just for the steady supply of sweet treats! The team at Gü gave us a brilliant brand challenge, and we're excited to see how the new platform will evolve and live on."

Sam Drake, the managing partner at Goodstuff, adds: "At a time when people are looking for those moments of indulgence and escape, this campaign is perfectly timed. It has been an absolute pleasure to support such an amazing business and brand, and we're looking forward to seeing the campaign come to life and kick-starting their next growth phase."