Food and Drink: Gu shows why giving in is good for you

In May 2011, premium desserts brand Gu announced a £2m campaign to support its brand relaunch. Wild Card was hired to handle the PR, which would build on the new messaging: Give In To Gu.

Gu: shows why giving in is good for you
Gu: shows why giving in is good for you

Campaign Give In To Gu
Client Gu Puds
PR team Wild Card
Timescale May-June 2011
Budget £32,000

Objectives

  • To communicate the new messaging to 25- to 45-year-old ABC1 women
  • To encourage engagement on social media channels.

Strategy and plan

Wild Card commissioned research into how often Brits give in to urges, and came up with key messages including: 'Life's too short, give into those everyday little urges'. The PR team set up media interviews with neuroscientist Dr Jack Lewis and Gu head chef Fred Ponnavoy to explain the reasons why giving in to urges can be a good thing, as well as an event for 20 high-profile journalists and bloggers to preview the TV ad.

Measurement and evaluation

The campaign achieved more than 50 pieces of coverage - above the target of 29 - including in the Daily Mail, Telegraph Weekend and on Red magazine's website. Twitter users rose from 3,600 to 4,137.

Results

According to iCD Res-earch, unprompted awareness of the brand climbed to the top spot in the desserts category, above Muller and Cadbury. Gu's UK household penetration reached an all-time high.

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