Donald Russell, a purveyor of top-quality meats and poultry “gets it”. The photography is positively mouth-watering, with almost every cut of meat getting at least a quarter of a page worth of space. But the company also knows that consumers may need more persuading in order to part with £26 for just 16 sausages. So alongside appetite-whetting photos there are customer testimonials, logos of awards won, recipes, cooking instructions, tips on creating the perfect bar-be-que, and lots more. In one word: yum.