Young’s Seafood last week launched a TV advertising campaign featuring rugby player and “Strictly Come Dancing” star Matt Dawson.
The EUR 1 million (USD 1.3 million) national campaign began airing in the United Kingdom on Friday to promote Young’s cook-from-frozen Natural Fillets line.
Dawson is seen in a kitchen demonstrating how quick and easy it is to prepare frozen fish without defrosting it using Young’s cook-from-frozen salmon fillets.
This is Dawson’s second ad campaign with Young’s. In November 2008, he and restaurateur Mitch Tonks were featured in a 10-part TV seafood road show called “Mitch and Matt’s Big Fish.”
“After the success of ‘Mitch and Matt’s Big Fish’ we’re delighted that Matt Dawson has agreed to become the new face of Young’s advertising. He’s a great addition to the team and a fantastic ambassador – instantly recognizable to most viewers, likeable, trusted and a decent cook to boot,” said Yvonne Adam, Young’s marketing director. “Our new advertising shows how Young’s Love Fish and how we have made these products an accessible, affordable and waste-free way for everyone to enjoy more healthy fish in their diet.”
The new advertising is part of an integrated national marketing campaign for Young’s Natural Fish worth EUR 1.3 million (USD 1.7 million) and includes in-store promotions, sampling and PR.
