A nation of fish lovers
The frozen seafood category was struggling, -4% YOY. The rise in chilled fish, coupled with a battle with chicken, had forced brands to trade on value which resulted in a spiral downwards of quality in the category.
Young’s was lost at sea. The brand had become fragmented with certain sub-brands working well and some products with no real identity. They needed a strong masterbrand approach that placed Young’s as ‘the only true fish expert’ in the freezer.
YOUNG'S SEAFOOD AWARDS
The masterbrand shore line was applied to every range within the portfolio. The scene became a more evening red sky for the Gastro range. The Young’s brand mark was increased to give more confidence and impact and allowed the product and sub-brands to connect as lighthouse properties. Our self appointed mission was ‘to get the nation hooked on fish’.
We dialed up foodiness by creating the menu board device for all product names. This aided navigation and further connected Young’s to places to enjoy great seafood, above their fishermen credentials.
In 2006 we helped Young's to expand beyond the supermarket shelves with the launch of a premium smoked salmon.
Young's Spey Valley Smokehouse Smoked Salmon uses organic fish from Glenarm, Northern Ireland and secured a listing with Harrods of London.