Young’s has announced a marketing relaunch and new communications platform: ‘Love Fish.’ This 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: AC Nielson, August 2008

Additional information

‘Love Fish’ Advertising
‘Love Fish’ will feature on Young’s Chip Shop TV advertising, airing on 13 October, and new advertising will appear later. Young’s Chip Shop was relaunched earlier this year in its healthiest format yet - made from responsibly-sourced pollock which is a natural source of Omega 3.

‘Mitch & Matt’s Big Fish’
‘Love Fish’ will also feature on the commercial ‘bumper’ advertising for Mitch & Matt’s Big Fish, a new advertiser funded programme, sponsored by Young’s, about seafood featuring famous fishmonger Mitch Tonks and former rugby player and Masterchef winner Matt Dawson. The programme sees the pair travelling around the country in a beaten up camper van on a fish fuelled roadtrip, enjoying all kinds of seafood and finding out more about responsible fishing.

Mitch & Matt’s Big Fish will take a practical and modern approach, highlighting classic recipes, Omega 3 and extolling the virtues of frozen fish, as well as supporting key species such as prawns, salmon and alternative white fish. The programme will air for two weeks on UKTV Food from 3rd November.

Branding and Packaging
In line with the new strategy, all Young’s packaging has been completely redesigned with key lines carrying the new ‘Love Fish’ strapline. The aim of the makeover is to properly convey the taste and freshness of Young’s products and also particularly to encourage more consumers to shop the frozen aisle. The new packs have mouth-watering photography, clear product descriptors and accessible recipes on back of pack where relevant. Young’s unique fish heritage is communicated through a new brighter version of its traditional seascape and its commitment to sustainability highlighted through its award-winning ‘Fish for Life’ programme.