Young’s Seafood launches Masters of Fish campaign
A brand new multi-million pound advertising campaign has been launched today by Young’s Seafood, to inspire people to cook and enjoy fish more often.
Masters of Fish showcases the UK’s largest seafood specialist’s 200 years of expertise and will be the brand’s longest running campaign, reaching around 33 million shoppers between January and May.
The epic, movie-like creative features four ‘Masters of Fish’, ordinary people who demonstrate how Young’s expertise helps them master different meal occasions, ranging from a midweek family dinner, a date night and a post workout pick me up.
The multi-channel television advertising will run across the leading broadcasters, including ITV, Sky, Channel 4 and Channel 5. It forms part of a wider campaign consisting of highly targeted video and paid digital – using consumer viewing habit and purchasing data to reach target audiences, as well as through integrated PR and social media.
Yvonne Adam, managing director of Young’s Frozen Business, said: “We’ve been perfecting fish for more than 200 years and we’re hugely excited about bringing our unique experience to life through our Masters of Fish campaign.
“As a brand, Young’s is passionate about giving consumers confidence to enjoy fish more often and our new campaign shows how easily our Chip Shop and Gastro ranges make it to master mealtimes.
“We believe our major investment in Masters of Fish will not only continue the positive momentum we are enjoying, but also position Young’s as the first-choice fish brand in the hearts and minds of the British public.’’