Young's Seafood is introducing a marketing campaign dubbed "Love fish" as part of a strategy to emphasize its 200-year heritage in the seafood industry and to alter perceptions of frozen seafood.
The campaign debuted in a TV ad for the Young's Chip Shop breaded fish fillets on Monday, and the British company has redesigned its packaging around the "Love fish" tagline. The new packaging, intended to encourage more consumers to visit the freezer aisle, also features recipes and new product photography.
The "Love fish" tagline will also appear in print and online ads, on the advertiser-funded TV show "Mitch & Matt's Big Fish," which airs on UKTV Food, and through sampling and sales promotions.
