Grimsby, United Kingdom-based Young’s Seafood is bringing back its Masters of Fish ad campaign following a successful 2020 run.
Masters of Fish, which launched again on 4 January, will be broadcast via television and digital channels to 42 million consumers between January and May.
“The first run of the campaign was a resounding success, being viewed by 40 million people,” Young’s said. It also engaged with more than 20 million shoppers through digital and social activity.
The campaign demonstrates the massive processor’s 200 years of expertise in inspiring people to cook and enjoy fish more often, Young’s said in a press release.
Last year, the program showcased Young’s Chip Shop Cod, Gastro Coated, and Gastro Bakes, and supported the launch of its Chip Shop Lighter.
“Throughout 2020, we’ve seen growing numbers of shoppers incorporating fish into their diets and we want to keep up this positive momentum going into the new year,” Young’s Chief Executive Simon Smith said. “Masters of Fish is just one part of our broader aim to empower consumers to enjoy fish, bringing new, fresh ideas to dinner tables across the UK using our 200 years of experience to do so.”
The movie-like creative features four “Masters of Fish” – ordinary people who demonstrate how Young’s expertise helps them master different meal occasions, ranging from a midweek family dinner, a date night, and a post workout pick me up.
TV ads will run across ITV, Sky, and Channel 5. Additionally, the “highly targeted” video and paid digital campaign includes digital ‘out of home' advertising close to stores in which Young’s will promote key products.
Young’s will also feature recipe creations across social media and paid search to help inspire consumers to incorporate fish into their diets in unique ways.
“We look forwarding to kicking off what we expect to be another year of positive growth with the re-launch of this campaign,” Smith said.
Photo courtesy of Young’s Seafood
