Sponsoring TV-show on seafood

Mitch and Matt’s Big Fish will see Mitch Tonks, famous British fishmonger and restaurateur, and ‘Masterchef’ winner Matt Dawson travel the country in a beaten up camper van, on a fish fuelled road trip, enjoying all kinds of seafood.

As well as the cheeky banter of two lads on a road trip, the programme will see Mitch and Matt immerse themselves in the landscape, seascape and people that make up Britain’s fishing communities, helping to shift consumer perceptions about cooking with fish, making it accessible and easy for everyone. It will take a practical and modern approach, highlighting classic recipes, Omega3 and frozen fish, as well as focusing on key species such as prawns, salmon and alternative white fish. Young’s marketing director Yvonne Adam said: “As the UK leaders in fish, it seemed fitting to support a project which will bring the stories behind the modern seafood industry to life, and explode a few myths along the way.” This is the first time the brand has engaged in any advertiser funded programming activity. Mitch and Matt’s Big Fish will premiere on UKTV Food in November 2008.