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...