New marketing approach from Young’s

‘Love fish’ will start to appear this month – firstly on new packaging across the Young’s range and in advertising. Yvonne Adam, Young’s marketing director said: “Love Fish clearly communicates the very essence of Young’s as the leading brand that only does fish - it’s true of Young’s now, in the past and in the future. All our recent research also proves that ‘Love Fish’ is exactly how people describe their attitude to seafood - so it’s an emotional and engaging way for us to connect with both existing and new customers.” ‘Love Fish’ will start to appear as part of a contemporary new packaging identity for Young’s and through all forms of brand communication - including an integrated £5M advertising campaign on TV, outdoor, press and digital media, an advertiser funded programme which starts on UKTV in November; product sampling, PR and sales promotional activity. A ‘Try me Free’ offer will also encourage trial on some key lines, such as Young’s Best Ever Prawns.