Leading chilled dessert brand[1], Gü, is sweetening up Valentine’s Day this year with limited-edition packaging across its seven-strong core cheesecakes range. The tongue in cheek designs will include declarations of love puns – tailored to each product – such as ‘You’re one in a zillion’ Gü-Zillionaires’ Cheesecakes and ‘You drive me cocoa’ Chocolate & Vanilla Cheesecakes, following on from a successful campaign in 2020. Shoppers will be able to pick up their favourite dessert pun in-store from 18th January.
As consumer demand for premium desserts continues to rise, growing at a rapid +12.6% on last year[2], Gü is perfectly positioned to help retailers drive sales in the lead up to Valentine’s Day. At a time when the brand has recorded its highest ever retail sales value, standing at £62.5m[3], the limited-edition packaging will run across some of the brand’s bestselling cheesecakes, including Gü-Zillionaires’, Spanish Lemon, and Salted Caramel, aiming to drive visibility in-store.
Amy Heap, Marketing Director at Gü, comments: “Valentine’s Day is the perfect opportunity for loved ones to enjoy time together at home, and our restaurant quality desserts are perfect for the occasion. Our clever, engaging puns, which feature across the limited edition packs, are set to delight our shoppers, sparking conversation among new and existing shoppers, and tempting them to trade up to a premium option to mark the occasion. Over the last year, Gü has driven the category growth of chilled desserts, adding £10.5m in value sales – the biggest contribution by any brand[4]. This proven track record means we are ideally placed to drive further sales for our retail customers, and with packs available from January, we expect to see repeat purchases as well.”
In the lead up to Valentine’s Day, the limited-edition packaging will be supported with in-store activation to encourage shopper engagement. The Valentine’s range will be available in twin-packs with an MRSP of £3.40, served in the iconic glass ramekins which are 100% recyclable.
[1] Nielsen, Total Market (excl. Discounters), Data to WE 31.10.20
[2] Nielsen, Total Market, (excl. Discounters), Data to WE 31.10.20
[3] Nielsen, Total Market (excl. Discounters), WE 31.10.20
[4] Nielsen, Scantrack, Total Coverage, WE 31.10.20
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