Only 7% of households cook duck at home, and Gressingham Foods was struggling to sell their duck in supermarkets. Against a background of rising production costs and a brutal trading market, it became apparent that the brand and the category needed rethinking. Elmwood were called in to redesign the packaging of Gressingham’s duck category. They wanted to create a real brand authority, help people find the brand in stores, and make the range more accessible to consumers. By designing yellow and black standout packaging and easy to follow recipes on the labels, they made Gressingham duck meat more user-friendly. In 2012 Gressingham sales increased by 47% while retailer perceptions of Gressingham changed, with ASDA converting from own-label to Gressingham branded products. Daily traffic to the new website increased by 50% compared to the old site, beating its target of 25%. What’s more, Gressingham became the first ever fresh meat brand to be awarded Coolbrands status in 2013.