Young’s unveils frozen brand’s new consumer campaign

Published on
January 16, 2017

U.K. manufacturer Young’s Seafood Ltd. is launching its biggest ever multimedia advertising campaign to support its Gastro frozen fish brand.

Beginning Wednesday 18 January, the multi-million pound campaign will see Young’s brand ambassador, Malcolm the Cat, voiced by English actor Rupert Everett, return to TV screens nationwide. Other campaign elements will include radio adverts, social media activity, trade and consumer PR.

“We hope this new campaign will continue to inspire people to love fish. With recipes created by our development chef Serge Nollent, Gastro is perfect for the ‘date night’ occasion at home. For 2017, we have also created a series of simple meal ideas, with step-by-step instructions for fish, sides and accompaniments on our bespoke Young’s microsite,” said Yvonne Adam, marketing director at Young’s.

According to Nielsen data, sales of Gastro increased by 20 percent during 2016 and achieved the biggest increase of any brand in frozen’s five subcategories.

“Now worth GBP 60 million (USD 72.4 million, EUR 68.4 million), Gastro is twice the size of its nearest competitor, and is now the U.K.’s No. 1 premium frozen fish brand. There is plenty more to come with additional innovation and groundbreaking campaigns planned for 2017,” Adam said.

Contributing Editor reporting from London, UK

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