Gressingham, the fresh duck supplier, has announced that it is to undertake the largest marketing campaign ever undertaken for fresh duck in the UK alongside a rebranding and fresh product development.
At the moment 40% of the UK population eat duck out of the home, but only 7% do so at home. The campaign is intended to help close that gap by raising the proportion of those eating duck at home to 10%.
Gressingham believe they can achieve this by overcoming consumer’s lack of knowledge regarding the product alongside a perceived difficulty in cooking it with the intention of convincing half a million people to try the dish.
Brand design agency Elmwood has overseen the rebrand, which will appear on shelf from mid April. It features an amber coloured logo on a black background alongside a portrait of a duck locked into the Gressingham name with the strapline: “The Remarkable Duck People”.
A ‘1.2.3’ device will be printed on pack to demonstrate how simple it is to incorporate duck into a range of recipes.
William Buchanan, Joint Managing Director at Gressingham, comments: “With an increasing number of couples looking for a distinctive treat at home and the rising price of lamb and beef there is a natural opportunity for Gressingham Duck. We are passionate about duck and have ambitious plans to champion the category and drive sustained value growth by repositioning duck as a ‘regular treat’ – duck is remarkably simple to cook and we want more people to have a go.”