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Young’s Makes Splash with ‘Masters of Fish’ Integrated Promotion Push

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The Young’s Seafood marketing department kicked off the New Year with a “Masters of Fish” television advertising campaign in the United Kingdom that debuted on January 6 during an episode of the popular Coronation Street soap opera series. Commercials will run through May in a multi-million pound sterling media blitz that includes public relations, online video and digital ads.

Spotlighting a “200 years of experience perfecting fish so you can master meal times” theme, creative team producers at the London-based Quiet Storm advertising agency cast trident spear-equipped actors to play various roles in promoting the value-added product line in various settings.

For example: Part-time engineer, full-time family night legend David’s bubbly battered Chip Shop Cod and chips gets the whole family around the table. Then there’s sales assistant Sarah, who seals the deal on date night with Gastro Sea Salt and Cracked Black Pepper Basa Fillets. Designer Milly’s classic Caesar Salad has been transformed from zero to hero with Gastro Wholetail Scampi in one spot, while personal trainer Jason’s post workout pick-me-ups pack a punch thanks to Gastro Mediterranean Fish Bakes in another commercial.

“As a brand, Young’s is passionate about giving consumers confidence to enjoy fish more often, and our new campaign shows how easily our Chip Shop and Gastro ranges make it to master mealtimes,” said Yvonne Adam, frozen business managing director for the Grimsby, England-headquartered company. “We believe our major investment in Masters of Fish will not only continue the positive momentum we are enjoying, but also position Young’s as the first-choice fish brand in the hearts and minds of the British public.”

This is not the first time Young’s Seafood has plugged into the television ad production talents at Quiet Storm. Several years ago its “Malcolm the Cat” series was a big hit, receiving praise in the marketing community as well as generating increased retail sales in the marketplace.