Young's Seafood gets Matt Dawson help

Monday, 09 February 2009

Young's Seafood, the brand leader in fish, announces an exciting New TV advertising campaign for its "cook from frozen" Natural Fillets range.

The £1 million national campaign breaks on 6th February.

The new ad features a new face for the brand - rugby hero and Strictly Come Dancing star Matt Dawson.

Matt is seen in the kitchen demonstrating how quick and easy it is to prepare a delicious healthy fish dish using Young's ‘cook from frozen' Natural Salmon Fillets, without any need to defrost.

The ad finishes with shot of the Young's "Cook from Frozen" product range and the strap-line "Young's - Love Fish" The ad finishes with shot of the Young's "Cook from Frozen" product range and the strap-line "Young's - Love Fish"

Matt Dawson has worked with Young's before.

He was paired with Mitch Tonks in 'Mitch & Matt's Big Fish', first broadcast in November 2008 and due to run again from 6 February - coinciding with the new advertising campaign from DCH.

Yvonne Adam, Marketing Director at Young's comments: "After the success of 'Mitch and Matt's Big Fish' we're delighted that Matt Dawson has agreed to become the new face of Young's advertising.

"He's a great addition to the team and a fantastic ambassador - instantly recognisable to most viewers, likeable, trusted and a decent cook to boot!

"Young's is well established as the UK's leading fish brand, with sales of £291M a year.

"Our work so far in the frozen natural fillets sector has already reinvigorated this category which is growing at 7% a year with Young's having a leading 27% value share.

"Our new advertising shows how Young's Love Fish and how we have made these products an accessible, affordable and waste-free way for everyone to enjoy more healthy fish in their diet."

The new advertising is part of an integrated marketing campaign for Natural Fish worth £1.3m which includes in-store promotions, sampling and PR.

Source: Young's Seafood