Gressingham Launches Major Marketing Campaign21 November 2013
UK - Gressingham Duck, one of the UK’s leading fresh meat brands, is investing in its largest ever above the line campaign in Stylist magazine.
Launching at the end of November, the six month campaign will target Stylist’s readership of 25-45 year old females who are interested in cooking, with its "Dine In With Duck" campaign to encourage them to cook with duck at home.
Gressingham aims to break down the barriers to cooking with duck and entice Stylist’s readers with simple and delicious recipes for an end of the week treat. Everyone from the novice cook to those who enjoy experimenting with new dishes will be encouraged to Dine In With Duck. Split into three phases from November to April, the campaign will consist of full page advertisements, full page advertorials and advertorial panels. The Stylist will feature tasty and simple duck recipes ranging from crispy duck for Chinese New Year to a romantic recipe to impress your Valentine.
This revolutionary campaign builds on the phenomenal success of Stylist magazine in recent years as the UK’s leading weekly magazine for 25-45 year old women with a readership of over 900,000. Gressingham devised the Dine In With Duck campaign to help reposition duck as a ‘regular treat’ that is remarkably simple to cook and break down the main barrier to usage, consumer knowledge and confidence to cook with duck.
This large scale campaign follows Gressingham’s heavy investment over the last year to inspire an additional ½ million UK consumers to cook with duck. The activity is supported by an on-pack promotion across 400,000 packs in all major retailers, new recipes on the Gressingham Duck website and investment in 8 new instructional how-to-cook-duck videos online. The campaign follows the brand’s successful rebranding last year and recent award of CoolBrands status and is the largest marketing campaign ever undertaken for fresh duck in the UK.
Steve Curzon, Associate Marketing Director at Gressingham, commented: “Stylist is the perfect partner for this exciting new campaign reaching so many people in our target audience as successfully as it does. We believe duck will appeal to inquisitive Stylist readers who like to try new things and enjoy food and will therefore help to increase the number of consumers cooking with fresh duck at home.”
Glenda Marchant, Publishing Director at ShortList Media, said: "Working with Gressingham Duck is perfect for us as our readers are always keen to try new things. We actively encourage our readers to be more adventurous in the kitchen and Gressingham’s campaign to demystify cooking with duck fits exactly with our aim.”
TheMeatSite News Desk