CHANGE
REQUIRED

Based in Monaghan, Ireland, Silver Hill Duck has experienced great success at home and abroad. The brand is well known for quality and is developing an exciting convenience range.

However, they 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 campaign profiled mums with their families and young professionals, as well as specific meal occasions such as ‘fake-aways’, dinner parties and romantic nights in.

Silver Hill Duck advertising campaign - creative - Become the World's Best Chef
Silver Hill Duck advertising campaign - outdoor bus stop poster
Silver Hill Duck advertising campaign - Instagram digital designs
Silver Hill Duck advertising campaign - creative
Silver Hill Duck advertising campaign - website design concept
Silver Hill Duck advertising campaign - photo shots
Silver Hill Duck advertising campaign - Instagram posts, digital design

THE RESULT

Consideration and retail sales both increased to record levels. So far, performance has exceeded benchmarks across social and programmatic activity, reaching over 10 million impressions, and over 80,000 Link Clicks across three social platforms.

Over the past 6 months the programmatic display and video performed above average with a combined target impression of 3,577,211. The creative was adapted to suit a festive market encouraging consumers to #stufftheturkey in early December, which helped to significantly increase engagement over this Christmas period.

This campaign has also featured in both print, and outdoor receiving 355,368 impressions for their Irish Times home page takeover and having a reach of 322,178 across their 79 panels in Ireland.

17%

growth in retail sales

50%

increase in brand search

44%

increase in specific
retail store sales

INSPIRED TO
CHANGE?

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