Gressingham launches UKs largest ever fresh duck marketing campaign
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.”