Gressingham Foods integrated campaign

Gressingham integrated campaign

Gressingham appointed us to help it with a major repackaging project across its entire range of duck, geese, speciality poultry, game and ready meals. Our print, advertising, digital and PR services were also chosen.

Background
Gressingham needed to develop its brand and create a range that would encourage supermarkets to stock Gressingham products under the Gressingham brand rather than a supermarket own-label.

The Challenge
Our main challenge was to breakdown the perception that Gressingham products were expensive, difficult to cook with and promote the significant qualities that make them good alternatives to other meats. Research indicated a ‘fear’ of cooking with duck.

Our Solution
The packaging took on a distinctive black and gold look to command shelf presence. Our print capabilities were put to the test producing recipe booklets and guides to fit within the confines of complicated packaging shapes and sizes.

Awards were entered and won, on-pack promotions and competitions organised and a celebrity chef partnership was brokered.

A programme of Food Festivals was compiled and the client, together with its celebrity chef, attended to run food demonstrations and breakdown the myth that duck is difficult to cook with. Giveaway recipe cards were developed and produced to provide further cooking inspiration.

An advertising campaign ensured an offline presence and a new website ensured online visibility.

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