A brand new multi-million pound television advertising campaign is launched by Grimsby鈥檚 Young's Seafood tonight.
The town's largest employer is back on the small screen with 鈥楳asters of Fish,鈥 and it is set to be the brand鈥檚 longest single campaign with 33 million shoppers targeted in a five month run.
First airing during Coronation Street on ITV, it will run across all the leading commercial broadcasters, while forming part of a wider campaign on social media.聽聽
With a nod to the mythological god of the sea, Triton, the ad is described as an 鈥渆pic, movie like creative鈥 featuring ordinary people who demonstrate how Young鈥檚 expertise helps them master different meal occasions.
Actors conquer a midweek family dinner, date night and a post-workout pick-me-up as it aims to increase sales across several demographics, boosting volumes handled by the town, and operations in Scotland too.
Yvonne Adam, frozen business managing director for Young鈥檚, said: 鈥淲e鈥檝e been perfecting fish for more than 200 years and we鈥檙e hugely excited about bringing our unique experience to life through our Masters of Fish campaign.
Young's Seafood in the news:
鈥淎s a brand, Young鈥檚 is passionate about giving consumers confidence to enjoy fish more often and our new campaign shows how easily our Chip Shop and Gastro ranges make it to master mealtimes.
鈥淲e believe our major investment in Masters of Fish will not only continue the positive momentum we are enjoying, but also position Young鈥檚 as the first-choice fish brand in the hearts and minds of the British public.鈥
The ad - - is from Quiet Storm, the company behind the Young's 'Malcolm the Cat' series, launched in January 2016, that saw marketing accolades bestowed on the Ross House giant and its Soho partner.
It is a significant year for the business, the first in new ownership and management, with Karro Food Group swooping last July, appointing Simon Smith as chief executive from rival Seachill.
Karro created Eight Fifty Food Group as the parent company, a 拢1.2 billion multi-protein giant, employing more than 5,000 people with the majority in the Yorkshire and Humber region, with the pork specialist headquartered in Malton.
Food and drink sector enjoying 15 year employment high
The launch of Young鈥檚 Seafood鈥檚 biggest ever advertising campaign comes as a report by Make 海角视频 and Santander underlines the strength of the food and drink sector.
It is the largest manufacturing sector in the 海角视频 and the biggest industry in the Yorkshire and Humber region, with employment at a 15 year high.
The author said the sector 鈥渃ontinues to ignore the uncertain political and economic climate and is forging ahead at home and abroad鈥.
According to the report the sector overall in the 海角视频 is worth 15.9 per cent of total manufacturing GVA with sales in 2018 of 拢85.6 billion, a sharp increase of 7.6 per cent in just two years.
As a result, the sector is now a major employer across the 海角视频 with some 440,000 employees, up 5.3 per cent.
In Yorkshire and the Humber it accounts for almost one in five jobs, with 19.7 per cent employed in the sector.
The report shows that a large element of this growth is coming overseas with sales abroad up by just under one quarter in the last two years alone. The EU remains the biggest total market accounting for just under two thirds (61 per cent) of exports worth 拢13.9 billion, with Ireland the largest single destination (21.4 per cent worth 拢4.2 billion) closely followed by The Netherlands, France, the USA and Germany.
June Smith, region director for Make 海角视频 in the North, said: 鈥淭he food and drink sector continues to benefit from British public鈥檚 desire to eat, drink and be merry. Despite the economic and political uncertainty the sector seems to be shielded from the difficulties experienced elsewhere and is driving hard for growth in the 海角视频 and overseas. It is now a key contributor not just to manufacturing but a significant employer in many regions of the 海角视频.
鈥淒espite growth in the rest of the world however, the EU remains the dominant market for exports of food and drink. As such, it is vital that frictionless trade and fast and easy access continues in any post-Brexit agreement if the remarkable growth pattern of the sector is to be maintained.鈥
The report also highlights the rapid rise of online shopping for and delivery of food and drink to the home in the 海角视频 which far outstrips the trend anywhere else in Europe. Supermarkets still account for the vast majority of purchases (93 per cent), but online shopping is now more than 7 per cent of that total, and is rising rapidly, worth 拢141.9 million a week.
Andrew Williams, Head of Food and Drink, Santander 海角视频, added: 鈥淭his data gives food for thought on the importance of this sector to the 海角视频 economy which, despite uncertainties in the 海角视频 and internationally, has remained resilient. We are committed to helping manufacturers improve productivity and establish new trade partners globally.鈥
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