Grimsby seafood giant Young鈥檚 Seafood鈥檚 new television commercial 鈥 鈥 Masters of Fish 鈥 鈥 has been named Ad of the Week by The Grocer.
The industry magazine was full of praise for what will be the Ross House team鈥檚 longest single campaign, with 33 million shoppers targeted in a five month run.
It features consumers turning to the company鈥檚 products as they conquer the kitchen in a cinematic treat.
The ad is produced by Quiet Storm, a London long term partner of the brand.
The Grocer said: 鈥淵oung鈥檚 Seafood faces a totemic rival when it comes to advertising: Captain Birdseye. The cheerful seafarer is as famous as they come. And since 2018 he鈥檚 even been kinda handsome, too!
鈥淒iscarding its Rupert Everett-voiced posh cat, Young鈥檚 is starting the 2020s with a more aggressive new tack. 鈥楳asters of Fish鈥 sees shoppers perched atop a seaside rock, clutching tridents like Aquaman (or, yes, Poseidon or Neptune).
鈥淎 bold voiceover describes the shoppers鈥 legendary status, detailing the impressive Young鈥檚 fish-containing meals they create 鈥 a scampified salad and a gym bunny protein boost among them. One SKU apparently helps sales assistant Sarah 鈥渟eal the deal every date night鈥 鈥 quite a claim.
鈥淚t鈥檚 good fun, anyway 鈥 as refreshing as the sea spray that splashes over the ad鈥檚 mealtime masters.鈥
Positive feedback will be welcome at Young鈥檚, but it will be the sales uplift that will be the real measure, as the high profile campaign looks to further boost the 拢500-million turnover operation.
Yvonne Adam, managing director of Young鈥檚 frozen business said: "It is great to have the hard work we put into the Masters of Fish campaign recognised by The Grocer. We are passionate about giving consumers the confidence to enjoy fish more often and this campaign demonstrates how easily our ranges make it to master mealtime."
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