Gü Appoints Lucky Generals as Creative Partner to Deliver New Brand Platform

Gü, the patisserie-inspired treat and dessert innovator, has appointed Lucky Generals as its creative partner to raise brand awareness and consideration in the UK and beyond. 

Following a competitive pitch process, the agency has been selected to launch a brand platform that will strengthen Gü’s category position, increase frequency and grow brand affinity. Lucky Generals will deliver brand world, multi-channel campaigns and diverse marketing activity. 

Gü launched almost two decades ago, pioneering a new way to treat yourself in the evening with now iconic chocolate products sold in glass ramekins. This has made Gü a leading UK brand in the world of indulgence and helped it establish a foothold in competitive markets in Europe. 

Gü was acquired by Exponent last year after two years of significant growth. The brand has ambitious plans to double sales in three years and expand its state-of-the-art manufacturing facilities in Bishops Stortford to make its delicious treats available across the world. 

Anthony Wells, chief marketing officer at Gü, said: “We are on a transformation mission at Gü to bring more layers of pleasure to consumers across the world. We need an agency who can deliver exciting creative ideas and effective commercial results and I was impressed by Lucky Generals from day one – they demonstrated a deep understanding of our brand mission, an aptitude for category disruption and an openness in working together as true partners.”

Helen Calcraft, business founder of Lucky Generals, said: “I have been in love with Gü since I held my first ramekin in 2003. Gü completely reinvented the dessert category and it has been wonderful to see the same entrepreneurial spirit present in the business today. This was one of those rare pitches of a brand that got away the first time around, and we weren't going to let that happen twice! We have nothing but respect for Anthony and his team and we are thrilled to be starting what promises to be a delicious journey together.”