Member Article

Yorkshire agency appointed by duck specialist Cherry Valley

One of the UK’s largest duck manufacturers has enlisted the help of a Yorkshire PR agency to reinforce its number one position in the Chinese restaurant and takeaway market and re-establish the brand in grocery retail.

Leeds-based agency Aberfield PR has been tasked with launching a new look for Cherry Valley Farms this autumn, via a fully integrated campaign. The brief covers PR, TV, press and its largest ever sales promotions.

Eric Jagger, sales and marketing director for Cherry Valley, said: “There’s a lot of development work going on at Cherry Valley this year, and in the category as a whole.

“We’ve got new retail listings in time for Christmas, we’re increasing our Chinese sector customer base even further, and our NPD schedule is healthy.

“With Aberfield’s experience in the food PR sector, they’ll drive the profile of the business forward as we enter an exciting period of growth.”

Nina Hands, senior consultant at Aberfield, added: “Our immediate priorities are to target the food trade and Chinese-specific media with a series of positive news announcements including the reveal of the new packaging.

“It’s our job to positively influence audiences to buy more duck, so we remain focused on making a difference to sales.”

Cherry Valley rears approximately seven million Pekin ducks every year to the highest welfare standards in the industry.

It supplies most of its ducks into Chinese catering, both in the UK and mainland Europe.

This was posted in Bdaily's Members' News section by Mark Lane .