Young's Seafood: From sea to shore - For the love of fish
Campaign details
Category name: Food producersAgency: Springetts Brand Design ConsultantsAdvertiser: Young's Seafood
Executive summary
The frozen seafood category was struggling. The rise in chilled fish coupled with a battle with chicken had forced brands to trade on value which resulted in a spiral downwards of quality in the category.
Historically the brand had created a strong positioning being seen as the fisherman against a manufactured Bird's Eye brand. To convince consumers to shop frozen again the key challenge was to bring taste back to the freezer...