Gü Appoints St Luke’s as Lead Creative Agency

Gü has today announced it has appointed St Luke’s as its lead creative agency following a competitive pitch, held entirely remotely. The Observatory International helped draw up the shortlist of agencies; and Gü handled the review directly, involving a final stage four-way pitch against Uncommon, Isobel and Lucky Generals.

St Luke’s remit for Gü will include development of a new brand creative platform and creation of all ATL communications that will help bring to life Gü’s unique and unparalleled taste in the dessert market.

Set up in 2003, Gü are the original dessert pioneers making restaurant quality, wickedly indulgent desserts in their now iconic glass ramekins. The full range includes cheesecakes, Hot Puds, Mousses, free-from and a new lower calorie light range. Sold across the world, someone somewhere is tucking into a Gü every single second.

Amy Heap, marketing director of Gü, said: “After a fantastic pitch process, where we saw a range of brilliant work, we are absolutely delighted to appoint St Luke’s as our new creative agency. The next couple of years will see a step change in our brand communications and investment, and St Luke’s will form an integral part of bringing this to life for our consumers.”

“It’s rare to see a brand with such a passionate and engaged fan base and we are delighted to be asked to translate that passion into a delicious brand idea for a new generation of dessert lovers.” added Neil Henderson, CEO of St Luke’s.

“I’m a huge fan of Gü, so it’s an incredible honour to be chosen to be their partner." concluded Richard Denney, ECD. "I can’t wait to get stuck in, not only to help them drive their business forward but also indulge in their entire range of desserts.”