Fresh duck producer Gressingham has announced a major new marketing strategy, which aims to increase market penetration of duck to 10% of UK households, bringing an extra 500,000 consumers to the category.
To drive value and volume growth, the company has unveiled a complete rebrand of the range, with new product development and the largest marketing campaign ever undertaken for fresh duck in the UK being rolled out over the coming month.
Fresh duck is currently valued at £45m in the retail sector. 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 company said that the marketing campaign will address consumer lack of knowledge and perceived difficulty in cooking duck, which is currently the largest barrier, and will use a simple ‘1,2,3’ device on-pack to encourage consumers to create a range of simple recipes in under an hour.
William Buchanan, Gressingham’s joint managing director, said: “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, said: “We want to see more people cooking with duck and with the growing consumer 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. ”
The rebranded range is on shelf from mid-April.
Gressingham Foods is the only company licensed to produce Gressingham Duck, a unique cross-breed of wild mallard and Pekin breeds. The company, which employs more than 500 people, was ranked in first position in The Grocer Fast 50 2009, which lists the fastest-growing private food and drinks businesses in the UK.