Young’s Seafood unveils Masters of Fish advertising campaign

Young’s Seafood has launched a multimillion-pound advertising campaign in the UK as it aims to inspire consumers to cook and enjoy fish more often.

The Masters of Fish campaign will be the brand’s longest-running and will reach around 33 million shoppers between January and May. 

The creative features four Masters of Fish, ordinary people “who demonstrate how Young’s expertise helps them master different meal occasions, ranging from a midweek family dinner, a date night and a post-workout pick-me-up,” the company said.

“We’ve been perfecting fish for more than 200 years and we’re hugely excited about bringing our unique experience to life through our Masters of Fish campaign,” said Yvonne Adam, managing director of Young’s frozen business.

“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. 

“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.’’

Grimsby-based Young’s was acquired last year by Karro Food Group, the UK pork processor owned by private equity firm CapVest Partners.

At the time of the deal, CapVest said the combined Karro and Young’s businesses have sales of around £1.2 billion and employ more than 5,000 people across the UK and Ireland.