Jamie Oliver, Young’s launch TV campaign

Jamie Oliver and Young’s Seafood Limited are teaming up to launch a television campaign on 23 January to promote its frozen fish range in the United Kingdom.

The campaign premiered on the Young’s Facebook page last Friday.

The Jamie Oliver by Young’s range has performed well since its launch in September, with retail sales exceeding targets, selling 2.6 million fish cakes through mid-November.

The frozen fish range was launched to encourage Brits to eat more seafood and to champion high-quality, sustainable alternatives to favorites like cod and haddock. The range focuses on simple recipes that make fish meals accessible and affordable without compromising the environment.

The Jamie Oliver range has helped support an overall growth in Young’s Seafood Limited’s market share over the past 12 months. The Grimsby-based seafood supplier has achieved accelerated growth in a number of key categories since July, including breaded, scampi and fish cakes.

Young’s ended the year with a market share value of over 25 percent for the entire frozen fish sector, according to Kantar Worldpanel data.

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