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WILD CARD WINS 2004 NATIONAL BUSINESS AWARD
FOR PR CAMPAIGN OF THE YEAR FOR GU CHOCOLATE PUDS
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Wild Card's launch campaign for Gü Chocolate Puds pipped four
other finalists to the post to win the prestigious 2004 National Business
Award for PR Campaign of the Year.
Wild Card, based in the West End of London, began working with Gü
(the creation of James Averdieck) in 2003. From a base of nil,
limited budget and timeline and with PR as the only marketing tool, Gü today
has listings in all UK supermarket groups with branded sales of £110,000 a week.
Gü is the fastest growing brand in the yoghurts and desserts sector
and, since Wild Card started working with Gü, the company has had
more editorial coverage than all the other yoghurts and desserts
brands combined.
This has all been achieved through Wild Card's innovative,
cost-effective and measurable PR campaign, with tightly targeted and creative media
relations across both trade and consumer sectors. From workshops,
innovative sampling and celebrity endorsement to coining a new
language of Gü-isms, Wild Card succeeded in stimulating journalists
and their readers.
When it launched, Gü brought a totally new dimension to the UK's
specialist chilled chocolate pudding sector. Wild Card helped
develop its positioning - seriously good chocolate with a good
dollup of fun - putting the Gü team forward as chocolate extremists or chocolate
'Gü-rus'. Gü launched three products into the retail market in 2003: Hot
Chocolate Souffles, Chocolate Truffles with Raspberry Compote and
Amaretto Truffles. The range has now expanded to include Fluffy
Double Chocolate Mousse, Cheeky Little Chocolate Puds, Chocolate
Orange and Almond Torte and - most recently - Hot Chocolate and
Toffee Souffles. Posh Fresh Mint Chocs are launching later this month.
"We are delighted to have won this prestigious award," comments Kate
Wild, Managing Director of Wild Card. "Working with Gü right from
concept stage has been incredibly exciting. It is a fantastic brand and
we love working with the team of chocolate Gü-rus."
Ends
For more information, please contact Celia Clark or Nishita Assomull at
Wild Card.
T 020 7355 0655
E celia.clark@wildcard.co.uk or
nishita.assomull@wildcard.co.uk
Website: www.wildcard.co.uk
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