Young's UKTV Drama sponsorship

Young’s Seafood has announced its “biggest-ever” ad campaign, including TV, radio and sponsorship deals.

The £5m push will see the return of Young’s brand ambassador Malcolm the Cat, voiced by Rupert Everett.

The TV and radio push will focus on the Gastro range, with two new ads showcasing the range’s latest additions: Tempura Battered Chunky Fish Fingers and Sweet Chilli Marinated Basa Fillets.

Its campaign is set to launch today (17 January), with a nationwide partnership with Heart FM radio stations in addition to targeted digital marketing and a PR campaign.

The Grimsby-based brand has also announced a six-month sponsorship of UKTV Drama, with the tagline ‘captivating moments’.

Though the TV and radio ads focus on the Gastro range, the sponsorship of UKTV Drama would promote the entire Young’s portfolio including its Chip Shop sub-brand, it said. The sponsorship deal would see rotating idents featuring 10 Young’s SKUs appear on screens before a variety of drama shows on the channel.

“We’re investing heavily in the category with our biggest-ever advertising campaign, and demonstrating some real innovation, with our sponsorship of Drama sharing the breadth of our full portfolio to over 30% of all adults [BARB/Sponsorship module],” said Young’s marketing director Yvonne Adam.

The campaign follows a similar format to last year’s push, during which the Gastro brand saw sales rise 5.9% to £58m [The Grocer Top Products 2017/Nielsen].

It comes amid speculation that Young’s could be gearing up for a sale, following reports that the Japanese owner of Princes, the Mitsubishi Corporation, had approached the private equity owners of Young’s late last year.