Young’s Chip Shop celebrates 30 years, launches ad campaign

Published on
March 16, 2015

The “Young’s Chip Shop” brand, which turns 30 years old this month, is worth GBP 31.4 million (EUR 44.1 million; USD 46.4 million) per year, according to the latest Nielsen data.

With a range that includes fillets, fish cakes and fish fingers, Young’s Chip Shop accounts for 35 percent of the frozen battered retail fish sales in the United Kingdom. The category has a total value of GBP 89.8 million (EUR 126 million; USD 132.8 million).

To mark the brand’s 30th anniversary, Young’s has produced a new TV commercial and campaign – featuring “Malcolm the Cat,” voiced by actor Rupert Everett – that attempts to discover how Brits like to enjoy their national dish. Consumers are asked to create their perfect fish supper using Young’s new website and app, choosing which species they prefer and their favorite sides and accompaniments. The competition runs for 30 days from 16 March with daily prizes and the chance to win a seaside holiday.

“We’re very excited to celebrate the birthday of this iconic British brand. For 30 years, we’ve been giving our customers the authentic taste of the chip shop straight from the freezer and to celebrate we’re re-launching the range with new packaging and a great program of support for the brand,” said Wayne Hudson, managing director of Young’s Seafood Limited’s frozen business.

The TV advertising campaign will continue throughout the year, alongside additional content on YouTube and social media.
Last month, Young’s Seafood unveiled a new master brand design for all its products that will first appear on its Chip Shop range. The rebranding will be extended to Young’s chilled category later in the year.

“This is an exciting time for Young’s Seafood. We’re delighted to be celebrating 30 years of Chip Shop with a brand new TV ad featuring Malcolm the Cat. Our Young’s Chip Shop range remains a family favorite. Made with responsibly sourced fish and just 2.2 percent saturated fat, Young’s Chip Shop can be oven-baked at home and is just 243 calories per portion,” said Yvonne Adam, marketing director for Young’s.

The 210-year-old company is the leading supplier of frozen and chilled, retailer branded and branded fish and seafood to the U.K market. Its brand is valued in excess of GBP 225 million (EUR 315.6 million; USD 332.8 million) across both frozen and chilled.

Contributing Editor reporting from London, UK

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