Premium pudding brand Gu Puds has launched a new Valentine’s-themed press campaign - targeting a male audience for the first time.

Gu have teamed up with advertising agency DDB UK to produce two print adverts to promote the limited edition ‘Passion Soufflé’, each advert aimed at a specific gender, dispelling Gu’s traditionally female-orientated campaigns.

Launching on Saturday 11 February, just in time for Valentine’s Day, the ‘Passion Soufflé’ will feature on full-page adverts in press titles such as The Guardian, The Times and The Observer, and will urge men and women alike to ‘‘Give in to Gu’’. The men’s advert encourages them to see the puddings as a gift, while the women’s pushes the soufflés to be seen both as a present and a selfish treat." Gu’s marketing director Ellie Fennell said.

“The trend for couples dining in on Valentine’s Day is increasing so we wanted a campaign that spoke to men and women about our new Passion Soufflé as an ideal dessert to celebrate the occasion. I think the DDB work got the message across in a very Gu way.”