When Gü Desserts asked us to collaborate on their Valentine's campaign for 2024, how could we say no?

As long-time fans of these delicious treats, we were thrilled to dive into some creative brainstorming to help Gü fans celebrate love this Valentine's Day.

The Thinking Behind "Love is..."
Recent consumer reports reveal a significant shift in how Valentine's Day is celebrated. It's not just about financial constraints; there's a growing sentiment that the day has become overly commercialised and a bit meh. Together we decided to look at modern love and how we show it and developed the "Love is..." campaign. This campaign focuses on the importance of simple, genuine expressions of love, offering a heartwarming alternative to the traditional 'cost of loving'.

Campaign Concept
With this thinking at our core, we crafted a campaign that redefines expressions of love. Focusing on authenticity and simplicity, "Love is..." aims to make genuine connections the heart of the celebration, moving away from materialism and towards what love is, day to day.

The Role of Seed

Our task was to develop the creative concept and design, as well as shape the national PR story, targeting both trade and consumer audiences. Alongside this, the campaign will live out on social channels where Gü fans will be invited to share the small, often overlooked acts of kindness that form the bedrock of their relationship. From a caring gesture like taking out the bins to sharing your favourite dessert. 

Client Collaboration
Kate Utting, UK Marketing Controller at Gü, notes, "This was a tight timescale project, and the collaboration with the team at Seed was fantastic. The campaign idea resonates with our current times, and we're excited to see its impact on our sales during the key Jan-Feb period."

In-store activation

In stores, Shoppers will be able to pick up limited edition Valentine's packs with loving messages, available nationwide from mid-January.  Keep an eye out for them, and don't miss the exciting on-pack giveaways, including the chance to win an ultimate hamper for a romantic evening in.

Join Us in Spreading Love and Joy
Follow and engage with the campaign at Gü Desserts on Instagram. Share your own "Love is..." story, and join in the fun.