Young's has launched a new TV push to promote the reformulation of two of its bestselling products.

The New Ways To Love Fish TV campaign will highlight the facts that Young's Admiral's Pie now contains 25% more fish and the Young's Chip Shop range now contains less than 3% satfat, down from 5%.

The campaign comprises a 10-second "quietly humorous" ad for each of the two products and is airing on ITV, GMTV, Sky and Five this month. It aimed to encourage consumers to 'Love Fish' with Young's more often, said marketing director Yvonne Adam.

"The ad consolidates the commitment Young's is making to the category as well as our continued passion to see more consumers buying and enjoying great-tasting frozen food," she added. One Admiral's Pie is bought every three seconds in the UK and the Young's Chip Shop range has annual sales of £65m, up 14% in 2009 [Nielsen].