Young’s debuts “Masters of Fish” advertising campaign

Published on
January 7, 2020

Young’s Seafood has launched “Masters of Fish,” a new advertising campaign valued at several million pounds sterling.

The campaign, which launched during the airing of Coronation Street on ITV on 6 January, will be the brand’s longest running yet. It will reach around 33 million shoppers between January and May, Young’s said in a press release.

Masters of Fish showcases Young’s 200 years of expertise, and is meant to inspire people to cook and enjoy fish more often. The movie-like creative features four “Masters of Fish” – ordinary people who demonstrate how Young’s expertise helps them master different meal occasions.

The meal occasions include a midweek family dinner, a date night, and a post-workout “pick me up,” Young’s said.

“As a brand, Young’s is passionate about giving consumers confidence to enjoy fish more often and our new campaign shows how easily our Chip Shop and Gastro ranges make it to master mealtimes,” Young’s Frozen Business Managing Director Yvonne Adam said. “We believe our major investment in Masters of Fish will not only continue the positive momentum we are enjoying, but also position Young’s as the first-choice fish brand in the hearts and minds of the British public."

The multi-channel television ads will run across leading British broadcasters such as ITV, Sky, Channel 4, and Channel 5.

The TV ads are part of a larger campaign that includes targeted video and paid digital ads, using consumers’ viewing habits and purchasing data to reach members of target audiences. The ad campaign also includes integrated public relations and social media.

Photo courtesy of Young’s Seafood

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