/ Luv-a-Duck
- /Brand Strategy
- /Brand Identity
- /Brand Voice
- /Packaging Design
- /Website
Duck your dish.
Luv-a-Duck was the clear category leader – strong awareness, wide distribution, and 55% market share. But duck itself was stuck. Too complex. Too expensive. Too hard to fit into everyday meals. We weren’t just solving for frequency – we were solving for relevance.
The creative breakthrough was deceptively simple: duck the dish, not the behaviour. ‘Duck Your Dish’ became a brand-wide provocation – reframing duck as a flavour-forward upgrade to meals Australians already love. From phở to pizza, tacos to risotto, we didn’t need to create new occasions – we just had to insert duck into them.
This single-minded platform unlocked a challenger tone of voice, a bold new identity, and irresistibly cheeky comms. Packaging seduced. Social played with appetite and attitude. And every message – from ‘Trade up your taco’ to ‘Ramp up your ramen’ – became an invitation to taste something better.
The impact was immediate. Luv-a-Duck stepped out of its gourmet niche and back into the weekly repertoire – with stronger retail traction, renewed relevance, and a creative strategy that fed every channel with flavour and flexibility.
Photography: Dan Magree Food Stylist: Theresa Stastny
/ “This gave us a look and language we could finally own. It’s cheeky, craveable, and completely distinctive in protein.
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