Gü Daily Decadence programme

UK packaged dessert brand Gü needed to reposition itself as a decadent every day treat in order to break through seasonality and increase the range of purchase occasions.

Gü Daily Decadence programme

Publicis Chemistry

The team

Laura Bowyer, Mark Anderson, Ingrid Purcell, Seb Hill, Ray Phelps, Sally Winter, Lisa Gulley, Deborah Collison, Courtney Maywald.

Other contributor:

Promoveritas – Prize Fulfilment.

How did the campaign make a difference?

This work showed that any day (special or not) can be made better with a Gü pud, taking Gü off its special occasion pedestal without making it less special. Tracking ongoing ROI with a shopper panel has initially demonstrated that Facebook fans not only buy more Gü (69% versus 12%) but increase their category spend by 13%.

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