Gü partners with Pearl & Dean for first-of-its-kind campaign across 30 independent cinemas
UK cinema advertising contractor Pearl & Dean and dessert brand Gü have launched a unique new campaign – ‘Indulgent Cinema with Gü’ – that sees the brand promoting its luxurious sweet treats in 30 independent cinemas across the UK.
Marking the first time Gü has worked with cinemas, the brand said it wanted to create an association with indulgence among a premium audience.
As well as the independent cinema activity, Gü will also become the headline sponsor for outdoor cinema company Pop Up Screens’ events across the summer.
Catherine Ferguson, Head of Agency Strategy at Pearl & Dean said: “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. This curated and collective approach allows brands to create unique local experiences on a national scale.’’
Kate Utting, UK Marketing Controller at Gü, said: “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. This is an exciting opportunity for us to connect and engage with our audiences through new, unexplored channels and we’re really excited to bring an elevated snacking occasion to the big screen.’’
Image from Gü