As part of a wider strategy to increase the number of UK households cooking with duck, Pier organised a duck cookery demonstration for food editors at Time Inc. – a key media house in London with magazine titles such as Marie Claire, Living etc, Homes & Gardens and Country Life.

The food PR team at Pier have been working with Gressingham on improving its recipe photography for magazines and the demonstration for food editors was the next step in the campaign.

Pier director Kate Bowden Smith comments: “We work extensively with the national magazine publishing houses and our experience enabled us to guide Gressingham through some of the key hurdles they were facing in securing national media coverage. New photography, simple recipes and a chance to see and experience how easy cooking with duck really is helped us to convince the journalists to reconsider making meals with duck.”

Prior to the showcase, Pier worked with Gressingham development chef and restaurant owner Vernon Blackmore to create a selection of delicious new recipes. Whilst on the demo day Pier worked with the team to educate the food editors, of which the majority had never cooked duck before, of the meat’s versatility and exceptional flavour.

Since the demo day Woman magazine has created a duck recipe gallery which can be seen here with further duck recipe coverage being discussed with an array of magazines – all of which will help to encourage consumers to cook fresh duck at home.