By any measure, duck is a niche product, accounting for just 0.5% of total meat sales in the UK. But a three-pronged approach to marketing has helped Gressing-ham improve brand awareness and lift sales from the supermarket chill cabinet. "As the mainsupplier to retailers, it was obvious that, if we were going to grow the category, we would have to do it ourselves," says marketing director Stephen Curzon. Consumer research two years ago revealed that, while 51% of consumers had eaten duck in the previous 12 months, just 7% had bought duck for home consumption.
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