Young’s Seafood revamp of packaging across all of its core range signals a move to reach younger consumers.
The Grimsby, United Kingdom-based frozen seafood supplier said the redesign across its GBP 62 million (USD 80 million, EUR 73.6 million) core product range “represents further investment into the Young’s brand for 2020, following its successful launch of the multi-million pound ‘Masters of Fish’ advertising campaign.”
Launched in early January, Young’s Masters of Fish campaign 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.
Young’s design overhaul brings all of its core products – including Scampi, Simply Breaded Fillets and Admiral’s Pie – together under one consistent look and feel for the first time.
Featuring a simpler design, the range has a sharper color palette and fresh photography to bring warmth and to the frozen aisle, Young’s said in a press release.
“This branding overhaul is designed to inspire a younger audience to love fish and publicly reasserts our commitment to operating as a responsible business,” Young’s Marketing Director Jason Manley said.
“Our core range is a GBP 62 million brand, so having consistency is vital in order for us to ensure its lasting prominence within its category alongside our successful Gastro and Chip Shop ranges,” Manley said.
Young’s used consumer insights to inform its new on-pack messaging.
“Recognizing its increasing importance to consumers, Young’s have amplified the visibility of their commitment to responsible sourcing by moving its ‘Fish for Life’ logo onto the front of the new core packs,” Young’s said.
Fish for Life signifies Young’s commitment to doing things the right way by "caring for its people, planet, and partners in all its ventures," the supplier said.
“As health is also a growing concern for many consumers, Young’s has also introduced the traffic light Guideline Daily Amounts (GDAs) onto this new packaging. This will give consumers a simple snapshot of the nutritional information for the product,” Young’s said.
Photo courtesy of Young's Seafood
