Gressingham Launches New Marketing Strategy to Drive Significant Growth in Duck Sector
Posted by: Pier Marketing
Date added: Mon 23 Apr 2012
Fresh duck is currently valued at £92 million across retail and food service. Nielsen data shows that total household penetration for fresh duck currently stands at 7% (source: Nielsen 2011) and Gressingham plans to increase this to 10% by 2014. Recent research shows that significantly more people, 40% of adults, eat duck out-of-home and that 90% of consumers who currently eat duck out-of-home would consider eating it at home. The biggest barrier is consumer lack of knowledge and perceived difficulty in cooking duck, which Gressingham plans to address with its rebranding, NPD and marketing activity.
The rebranding, which is on-shelf from mid April, has been developed by brand design agency Elmwood to maximise standout on shelf and encourage more people to cook with duck, reflecting Gressingham’s strategic drive. The amber coloured logo on black background uses the Gressingham initial and a portrait of a duck locked in with the Gressingham name and strap line “The Remarkable Duck People” to create a stylish, approachable look.
Whilst details of the NPD and marketing are under wraps Gressingham has revealed that it will be creating activity that will break down the biggest barrier to usage: consumer knowledge and confidence to cook with duck. The company will use a simple “1,2,3” device on-pack to demonstrate how easy it can be to cook duck and create a range of simple recipes that encourage consumers to use duck to create deliciously different meals in under an hour.
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.”
Steve Curzon, Associate Marketing Director at Gressingham, comments: “We want to see more people cooking with duck and with the growth in interest in cooking at home this is a great time for the Gressingham brand. The rebranding, new product development and marketing activity marks a real step change for the category and delivers a firm platform for growth. During the past year Gressingham has sent out over 250,000 recipe books which will increase significantly in the months ahead and we are preparing a significant push into digital for our recipe marketing. ”
Gressingham Foods was ranked in first position in The Grocer Fast 50 2009*, the company has over 500 employees and is one of the top 5 food and drink businesses in Suffolk**.
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