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Case Study

The Client

A family business founded in 1971, Gressingham Foods is the only company in the world licensed to produce Gressingham Duck, a unique crossbreed of wild Mallard and Pekin renowned for its superior taste and higher percentage of breast meat. From its British farms based in East Anglia, Gressingham is the principal supplier of duck to the retail sector.

The Brief

The primary objective of the campaign was to increase awareness of Gressingham Duck and prompt purchase. The role of Audio was to bring to life the fact that duck can elevate an everyday meal as the ideal ‘end-of-the-week treat’ to share with a loved one.

The Solution

Media

Podcasts were selected as the best audio route to market.  The podcast medium not only matches the Gressingham Duck target audience and regional profile perfectly but presents an environment to articulate the messaging to a highly engaged audience. For example, 62% of podcast listeners say they have acted on a brand message within a podcast and 80% trust recommendations from podcast hosts.

The activity is taking full advantage of these attributes and consists of Host Reads in selected shows, and Spot Airtime geo-targeted to key regions across a wider number of podcasts.

Creative

We wanted to make Gressingham Duck sound just as delicious as it tastes.  To convey the ease of preparation and cooking, and associate Gressingham Duck with a small sense of occasion at home along the ‘Dine In With Duck’ theme.

The majority of podcast listening happens through headphones, so we used 3D sound design to immerse the listener in our world – the kitchen, mid-cook.  The sizzle of duck in the pan, the pop of a wine cork and other cooking cues surround the listener, with the friendly voice and cool music adding to the mood.

TO GET THE FULL 3D EFFECT, LISTEN THROUGH HEADPHONES

“We were very pleased with the service received from Trisonic. Howard and Matt worked closely to the brief that we set and delivered a campaign that reached our high expectations. They worked to clear deadlines, and we are very pleased with the results. Would thoroughly recommend.”

– Rebecca Alderton, Marketing and Communications Manager, Gressingham Foods

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