The Brief
Gressingham is the largest duck producer in the UK and one of the most well-known. Stocked in supermarkets across the country, they’re a premium and well-established brand known for top-notch quality cuts of duck. Gressingham came to Small Films looking to explore the use of video content for its brand marketing. Having identified a critical challenge that many of their target audience were intimidated by cooking duck, they wanted to create content that would help to break down that barrier to purchase.
Our Creative Solution
We got to work creating a content plan that would help Gressingham demystify the concept of cooking duck. With YouTube the second largest search engine to Google, alongside the client we we proposed ‘How to’ video content that would appear when users performed a duck cooking-related search. We then set about creating four videos entitled ‘how to cook duck breast’, ‘how to cook duck leg’, ‘how to cook whole duck’, and ‘how to carve duck’ in line with users searches. Using storyboard artists, we drew out every shot, helping to ensure that the final content would be crystal clear. Sourcing the right studio was key. We wanted an approachable kitchen backdrop whilst also matching Gressingham’s tone of voice and brand colours. Working closely with a food stylist, we could also ensure that every shot was visually appealing. Shooting with all the top camera kit, including a super macro close-up lens, we got some fantastic shots for Gressingham, wrapping up the shoot in a day.
The Result
The final result was mouth-watering. Not only did the content look great on the Gressingham website, but the videos have started to perform well for searches on YouTube, racking up thousands of views. As the content was such high quality, Gressingham could also use the footage across their Facebook, Instagram and YouTube ads. The Gressingham team were so thrilled with the content, that they continue to work with the Small Films team on projects moving forward.
