In its continuing drive to get more people to ‘Love Fish,’ Young’s Seafood hits the road in style this month as its new field sales team sets out across Britain in a unique fleet of bright new ‘Love Fish’ branded Minis!

Young’s has invested in a new field sales team of five, each equipped with one of the branded cars. They will target around 800 key Young’s stockists across the country, visiting regularly to brief managers about Young’s products, promotions and TV advertising and helping to boost product availability and visibility in-store.

Sales director, Steve Baker, says, “The field sales team and the cars represent a major investment for Young’s and is an exciting new way for us to increase customer communication and brand understanding. Since the Minis will spend their entire lives either on the road or in supermarket car parks they are in themselves another great advertisement for the brand and our ‘Love Fish’ drive!”

It is estimated that Young’s new Mini fleet will cover about 150,000 miles per annum. It’s another key marketing tool for the leading seafood brand as it seeks to drive sales of frozen fish. Young’s itself is currently growing at around 20% per annum and in May reached a major milestone when annualised sales of its frozen brand broke through the £200m mark for the first time.

The first three recruits - Robert Birch, Dino Ransome and James Campbell - set out this month, with the final two appointments to the team to be confirmed by the end of July. The field sales team is co-ordinated from Young’s head office in Grimsby by field sales manager Julie Roberts.