Young's To Fund TV Seafood Road Show


SeafoodSource staff

Published on
August 12, 2008

Young's Seafood yesterday announced it will fund a TV show for UKTV Food.

"Mitch and Matt's Big Fish" features fishmonger and restaurateur Mitch Tonks and rugby player and Masterchef winner Matt Dawson traveling around the country in a camper van enjoying seafood and learning about responsible fishing, according to a report in Brand Republic's Media Week.

The series, produced by Denham Productions, will help to shift consumer perceptions about cooking with fish, highlighting classic recipes, omega-3 fatty acids and frozen fish, as well as focusing on key species such as prawns, salmon and whitefish alternatives.

The deal with ULTV will incorporate both on- and off-air activity, including Young's branded 10-second credits for the 10 30-minute episodes, and all on-air promotions will feature Young's Seafood. Also, the company will be the exclusive sponsor of the show's Web site. The show will premiere in November.

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