Young’s Seafood has won the Top Campaign in Frozen Food: Fish, awarded by industry magazine the Grocer.
The award is for a TV and multichannel advertising campaign which was launched in January 2015 featuring Young’s ambassador Malcolm the cat.
Pete Ward, chief executive of Young’s Seafood Limited, said: “This campaign and our Masterbrand re-launch marked a new strategic direction for our Young’s Seafood brand in 2015. I’d like to congratulate all those who were involved in making this happen – there is more in store for 2016.”
In the advert, Malcolm, who has the voice of Hollywood actor Rupert Everett, is a foodie cat that becomes a favourite in family homes across the UK.
Throughout the year the adverts focused on the concept of food envy and showcased Young’s providing quality food.
Alongside this campaign Young’s Seafood also undertook a full re-launch across all packaging and a website re-design, along with innovative digital campaigns and in-store promotions.
Yvonne Adam, marketing director at Young’s, said: “We’re delighted that Young’s Seafood’s campaign, showcasing our irresistible feel-good food, has been recognised in this way. We believe that a fish loving Nation is a happier, healthier nation now and for generations to come.”
“That’s why we’ve been making the best fish simple and delicious for over 200 years – it’s all we do. This campaign is just the start – look out for our new TV ad on air in January,” she concluded.
The campaign was supported by advertising agency Quiet Storm, media planers MediaCom, branding agency Springetts and digital agency Activation.
