Gressingham: Helping ducks fly

This case study describes how Gressingham, the British speciality poultry and meat producer, redesigned its packaging to improve perceptions of duck as a meat to be cooked in the home, and reverse declining sales.

Gressingham: Helping ducks fly

Agency: ElmwoodClient: Gressingham FoodsBrand: Gressingham DuckCategory: Packaging: Branded food

Executive summary

Before: The Old Gressingham and new packaging

Only 7% of households cook duck at home.

Duck is a marginalised meat. Although it's often ordered in restaurants, most people are reluctant to try it at home, (only 7% do) - it's seen as a high value, high risk item. Consumers don't know how to cook it and can't afford to get it wrong.

Against a background of rising production costs and a brutal trading environment, it became apparent that...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands