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Wednesday, 08 October 2008 |
 Young's Seafood, the brand leader in British fish, has revealed a marketing relaunch and new communications platform: ‘Love Fish.' This new positioning will start to appear from October - firstly on new packaging across the Young's range and in advertising.
‘Love Fish' positions Young's as the driving force behind British seafood, highlighting its unrivalled expertise and 200-year heritage. It also reflects a new relaxed tone of voice for the brand and reinforces the company's credentials in sustainability.
Yvonne Adam, Young's marketing director comments: "Love Fish clearly communicates the very essence of Young's as the leading brand that only does fish - it's true of Young's now, in the past and in the future. All our recent research also proves that ‘Love Fish' is exactly how people describe their attitude to seafood - so it's an emotional and engaging way for us to connect with both existing and new customers."
‘Love Fish' will start to appear as part of a contemporary new packaging identity for Young's and through all forms of brand communication - including an integrated £5M advertising campaign on TV, outdoor, press and digital media, an advertiser funded programme which starts on UKTV in November; product sampling, PR and sales promotional activity. A ‘Try me Free' offer will also encourage trial on some key lines, such as Young's Best Ever Prawns.
Young's is well established as the UK's leading fish brand, with sales in excess of £260M. Its recent work has helped establish fish as the fastest growing frozen sector with sales up 10% in the past 12 months - double the rate of frozen foods overall.
Source: Young's
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