Award-winning Gressingham plans aggressive marketing strategy for 2014

Gressingham Duck plans to drive further growth in 2014, investing in more above-the-line activity and launching a new partnership with country house hotel group Hand Picked Hotels.

An on-pack Gressingham promotion has been created, offering consumers the chance to win a luxury weekend away.

Gressingham said fresh duck was valued at £45m in the retail sector, and that it was trying every trick in the book to encourage further growth. Web traffic quadrupled last year after online marketing investment led to ‘How to Cook Duck’ videos and a campaign in Stylist magazine.

The company said it had invested heavily over the last years to get an additional 500,000 UK consumers to cook with duck. It is planning above-the-line activity in March, consisting of advertising in Sainsbury’s magazine and Great British Food magazine.

The meat brand recently won gold in the Design Effectiveness Awards, which recognise return on investment in design strategy.

Steve Curzon, associate marketing director at Gressingham, said: “We are delighted to have won a Gold DBA Design Effectiveness Award. With an increasing number of people looking for a treat supper to have at home, this is a perfect opportunity for Gressingham and we are determined to reach that target of an additional 500,000 consumers cooking with duck in 2014.”

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