Young’s Seafood is kicking off 2017 with the launch of its largest ever ad campaign.
The multimillion-pound push will focus on its £60m Gastro brand, and debuts with a new TV ad on 18 January featuring Malcolm the Cat, who will be shown longing for the Gastro Crispy Lemon and Herb Tempura Battered Basa Fillets on a date night.
The campaign will also see Young’s return to radio with a Heart FM ad, alongside PR and social media activity. The brand will also offer consumers the chance to win Champagne, candles and vouchers.
It follows the expansion of the Gastro range in August with four new fishcake and fish finger lines.
“We hope this new campaign will continue to inspire people to love fish,” said marketing director at Young’s Seafood Yvonne Adam. “For 2017, we have also created a series of simple meal ideas, with step-by-step instructions for fish, sides and accompaniments on our bespoke Young’s microsite.
“Gastro is twice the size of its nearest competitor, and is now the UK’s number one premium frozen fish brand. There is plenty more to come with additional innovation and groundbreaking campaigns planned for 2017,” Adam said.