“Indulgent Cinema with Gü” brings dessert brand to screenings of Magic Mike’s Last Dance.
Gü has partnered Pearl & Dean to create a luxury experience across 30 independent cinemas in the UK.
Samples of the brand’s Zillionaire Cheesecake were distributed during the opening weekend of Magic Mike’s Last Dance, in a deal brokered by Gü’s media agency, Goodstuff.
The arrangement included placement of Gü’s latest ad, created by Lucky Generals and Goodstuff, during the pre-film trailers.
Gü embarked on its first cinema activity in order to create an association with indulgence with a premium audience.
It will also become the headline sponsor for outdoor cinema company Pop Up Screens’ events across the summer.
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.”
Independent cinemas participating in the campaign include ARC Cinemas, The Chiswick Cinema, Edinburgh Dominion and Riverside Studios.
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.’’
Activity will also run around Greta Gerwig film Barbie, opening in July.
Tash Hall, head of partnerships at Goodstuff Communications, said: “Goodstuff are thrilled to have brought together Gü and Pearl & Dean for a bespoke partnership in its truest form.