Youngs Bluecrest is relaunching its Young's seafood brand with a £5m ad campaign which breaks next week. The campaign, which runs until next Easter, starts with TV ads showing chefs preparing fish cakes. Radio and press activity has also been scheduled. TV advertisements will consist of a 30 second generic brand ad followed by 10 second executions to support new product launches and seasonal peaks, such as prawns and scampi at Christmas. Youngs Bluecrest says the campaign is the biggest awareness drive ever seen in the seafood category. Commercial director Jim Cane said: "Seafood is a category crying out for new ideas and leadership. While other proteins have witnessed enormous growth in recent years, manufacturers have so far failed to make fish live up to the challenges of the modern marketplace." The seafood specialist has added a Whirlwind convenience range and new frozen and chilled products to its portfolio. The revamped range includes new premium frozen fishcakes (£1.69 for 280g) in prawn and salmon and broccoli varieties. The new Whirlwind range is to be added to over the next few months. Seafood risotto (350g) and salmon and pasta (300g) dishes both at £1.49 are available immediately. {{P&P }}

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