CHANGE
REQUIRED

Silver Hill Duck had experienced static retail sales for a number of years because while people love to eat Duck when they are out, they are reluctant to cook it when at home.

But people crave the status of creating special moments of connection with their cooking.

Ardmore worked with Silver Hill Duck to influence people to re-consider their Duck default because you are only one (Silver Hill) Duck away from being The World’s Best Chef.

FULLY
INTEGRATED

To drive consideration we had to create emotional connections to eating duck at home. The creative and integrated campaign focused on the personal status of cooking meals that are enjoyed by your family, friends and partner. Shot during the COVID-19 lockdown (with appropriate safety measures in place), the campaign launched across digital platforms and full page press adverts.

THE RESULT

Consideration and retail sales both increased to record levels. People have started to re-consider and change their Duck default. The world has more great chefs.

17%

growth in retail sales

50%

increase in brand search

44%

increase in specific
retail store sales

INSPIRED TO
CHANGE?

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