Gü Puds ← Back to the portfolio

When Jim Averdieck approached us in 2005 with an idea for a premium desserts business that he was going to call “The Belgium Chocolate Company”, we told him it sounded like something targeted at grannies who smelt of pee and lavender talc! Thankfully, he had a sense of humour and agreed with us. We went on to create an extraordinary success story together thanks to his confidence and open-mindedness as a client.

We came up with the name Gü and developed a positioning around the idea that these were “puds so indulgent they were strictly for grown-ups”. To convince Jim it was the right concept we developed the visual identity and packaging without him knowing and popped it into a slideshow and told him it was one of his competitors. The result was that he saw it from a consumer’s point of view and simply coveted it rather than worry about making the right decision. A sneaky but effective method.

We went on to form our creative brief around being “über indulgent” but accessible. The idea was simple – give these puds the same care and attention as a £4,000 watch or piece of jewellery and they will shine and connect with consumers.

Since then Gü has gone on to become a mega award-winning brand and was sold to Noble Foods for an estimated £33 million pounds.

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