Dessert brand Gü goes big with socially-driven DOOH Valentine's Day campaign

David Murphy

Premium dessert brand has launched a tongue-in-cheek, socially-driven out of home campaign for Valentine’s Day. Love Notes invites dessert lovers to submit romantic tweets inspired by the lyrics of iconic love songs, all with a Gü twist. The three-day special will see best-in-class tweets published on the UK’s largest indoor screen, Motion@Waterloo, at London’s Waterloo railway station.

Produced by Grand Visual, the campaign leverages traction from the wider Gü campaign which asks Twitter users to tweet their favourite lyrics, replacing the word ‘you’ with ‘Gü’, to arrive at lines such as: “Everything I do, I do it for Gü”. The best tweets will be shown on the big screen at Waterloo Station. Participants are further rewarded with their own personalised video which is shared via social media and features their public declaration of love playing on the big screen.

The campaign is delivered via OpenLoop, the Dynamic Creative Optimisation platform from Talon. Media was planned and booked by JAA and Talon and supports a broader focus on social and digital channels for the desserts brand going forward.

The campaign also includes a limited-edition Valentine’s Day packaging refresh across the Gü cheesecake range, featuring tweaked lyrics from some of the most iconic love songs, such as “I can’t help falling in love with Gü” for Zillionaire cheesecakes.

Gü’s Love Note campaign will be the first of a number of initiatives as part of the brand’s new, wider “Time for Gü” platform which champions real-life indulgent dessert occasions.

“We wanted a truly interactive campaign designed to create memorable moments while having fun with the brand,” said Gü marketing controller, Amy Heap. “We also wanted to ramp up our social media activity using DOOH (digital out of home) as the anchor for engaging social audiences. Gü’s Love Notes is a step-change for us – a campaign that is driven by Gü fans and highlights Gü as the perfect dessert or gift this Valentine’s Day.”