Challenge & Objectives

Consumer behaviour is evolving, with a notable rise in home-based scratch cooking and a declining interest in pre-packaged foods and ready meals. This trend, highlighted by The Grocer Top Products survey 2024, shows shoppers economizing on essentials while still indulging in "treat" categories, sometimes through dual shopping trips to discounters and premium stores.

Supporting this, Kantar/Mintel data from 2024 reveals that 46% of Britons planned to cook more from scratch (often to save on eating out costs), compared to under 20% preferring prepared meals. This is reflected in increased sales volumes for fresh produce, meat, and poultry, and a significant 14.2% growth in dried herbs and spices, while conversely, ambient meal kit volumes fell by 3.3%.

Gressingham Foods is leveraging this shift to expand the duck market, positioning duck as an ideal 'cook-at-home' special meal that can achieve restaurant-level quality. The company aims to increase brand awareness, purchase consideration, and sales, alongside building consumer confidence in cooking duck.

Idea & Implementation

Gressingham Foods wanted to target an audience of upmarket, ABC1’s aged 45 - 65. They wanted to target postcodes that aligned to this target audience and track sales in exposed regions vs control. The ITVX Proximity Shopper product was a great way for Gressingham Foods to do this and measure the sales uplift of their very first TV campaign.

ITV’s Backing Business matched funding allowed them to extend their reach with a campaign spanning October - November.

Client Quote

"This was an exciting step for Gressingham Foods, and one that helped to boost  sales throughout October and November. We were able to deliver millions of impressions to key consumers on ITVX thanks to its Backing Business initiative. We saw a real impact in sales, and awareness of the Gressingham brand, with more people considering duck as a treat for a special night in. ITVX were brilliant to work with and supported us throughout the whole process, from concept to delivery." - Rebecca Alderton, Marketing Manager 

The Response

Targeting Strategy

Brand Target:

• ABC1+ with Southern Bias.

• Retired or empty nesters with high disposable income.

• Consumers that have had duck before in a restaurant and enjoyed it, or those that are completely new to the category.

• With an interest in food and scratch cooking.
  

Target Audience:

• ABC1 45 - 65

• Programme Select & Trending Shows

ITV Region

• REGIONALITY: Postcode sectors defined by pre-campaign analysis targeting locations with strong sales of premium complementary products such as steak sauces, triple cooked chips & red wine

The Results

• 7% increase in brand awareness in target audience

• 5% increase in purchasing in target audience

• 6% increase in purchase intent in target audience

• There was a 2.1% sales uplift in exposed stores vs control stores

• Website visits were up 30% during the ad period, compared to the same period YoY.

  
  

  Gressingham Foods received positive feedback from end consumers who had seen the ad, and others associated with the business like staff, suppliers and retail consumers.