Young’s Seafood launched its new TV advertising, multi-channel and promotional campaign this week, featuring a new character for the Young’s brand – a discerning cat called Malcolm, who loves his food.
The multi-million pound advertising campaign explores the concept of food envy through Malcolm, who longs for the Young’s fish dishes enjoyed by the friendly family he lives with. Malcolm is voiced by English actor Rupert Everett.
The first wave of the campaign focusses on Young’s Gastro range of restaurant inspired fish dishes. The campaign will then go on to feature many of the other fish dishes under the Young’s brand, along with innovative new product development set to launch during 2015.
Wayne Hudson, managing director of Young’s Seafood Limited’s Frozen business, said, “The new campaign is an important part of what we see as a new era for Young’s, a brand with a proud heritage and an exciting future in fish and seafood. Specialising in making the best fish delicious, we believe there is a significant opportunity to encourage people to try a broader range of seafood, with new product development and our new, entertaining campaign.”
The TV advertising campaign will continue through 2015, alongside additional content on YouTube, Innovid and social media. The Young’s Seafood team named the advert’s new star Malcolm after one of the company’s long serving, much loved and highly regarded colleagues based in Grimsby.
