Breade Haddock Fajita Youngs

Source: Young’s Seafood

The campaign will offer shoppers new recipes for Young’s products, such as this haddock fajita

Young’s Seafood has launched a new marketing initiative designed to inspire the nation with more ways to enjoy fish more often.

The Young’s Kitchen comprises new recipes, ingredient swaps and hacks to help consumers prepare meals at home.

Supported by a paid digital, influencer and social media campaign, the initiative aimed to adapt to consumer feedback and showcase user-generated content, said Young’s.

Campaign content is available at and on the processor’s Facebook and Instagram pages.

“Providing quick and easy recipes, ingredient swaps and hacks, The Young’s Kitchen will provide inspiration for fresh, healthy and great-tasting meal solutions, including how to create the perfect Chip Shop experience at home,” Young’s said.

The initiative’s launch content would also focus on being “a timely helping hand for families by providing additional inspiration as the weekly repertoire of regular favourite meals begins to reach its limit during the coronavirus pandemic”, it added.

The move follows the launch of Young’s ‘Masters of Fish’ campaign in January, which showcases the seafood giant’s 200 years of expertise by inspiring people to cook and enjoy fish more often.

“The Young’s Kitchen was developed out of our passion for fish and giving consumers greater confidence to enjoy it more often at home,” said senior brand manager Keely Wade.

“Just like at home, our kitchen sits at the heart of our business and everything we do, drawing on our 200-year heritage and our culinary expertise and this now gives us the opportunity to share that in an accessible way.

“We felt this was especially helpful at this current time as everyone tries to find new or interesting ways to feed the family and might be looking for new recipe ideas that are going to be crowd pleasers and new ways of using traditional family favourites.”