Young’s Seafood is undergoing a brand and packaging revamp, backed by a £5m marketing campaign, to encourage consumers to turn to frozen food. The makeover included a new ‘Love Fish’ strapline, which would appear on the back of packaging and be featured in the marketing campaign, the seafood company said. The new packaging also highlighted the company’s 200-year heritage and expertise as well as its sustainability credentials.

“Love Fish clearly communicates the very essence of Young’s as the leading brand that only does fish,” said Young’s marketing director Yvonne Adam. “Our recent research proves ‘Love Fish’ is exactly how people describe their attitude to seafood – it’s an emotional and engaging way to connect with existing and new customers.”

Meanwhile, the seafood company said it was disappointed with the ASA’s decision to support Birds Eye’s complaint against its Chip Shop Fish Fillets TV advertisement.

“This commercial highlighted the improvement in our new Chip Shop Omega-3 fillets – in which we have reduced saturated fat by 40% and which are a natural source of omega-3. It clearly explained how the product was ‘Better For You’ against our previous product,” said Adam. “Although more than five million people viewed the commercial on prime time TV, not a single one complained about it.”