Grimsby seafood giant Young’s Seafood’s new television commercial – ‘ Masters of Fish ’ – 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’s longest single campaign, with 33 million shoppers targeted in a five month run.
It features consumers turning to the company’s 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: “Young’s 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’s even been kinda handsome, too!
“Discarding its Rupert Everett-voiced posh cat, Young’s is starting the 2020s with a more aggressive new tack. ‘Masters of Fish’ sees shoppers perched atop a seaside rock, clutching tridents like Aquaman (or, yes, Poseidon or Neptune).
“A bold voiceover describes the shoppers’ legendary status, detailing the impressive Young’s fish-containing meals they create – a scampified salad and a gym bunny protein boost among them. One SKU apparently helps sales assistant Sarah “seal the deal every date night” – quite a claim.
“It’s good fun, anyway – as refreshing as the sea spray that splashes over the ad’s mealtime masters.”
Positive feedback will be welcome at Young’s, but it will be the sales uplift that will be the real measure, as the high profile campaign looks to further boost the £500-million turnover operation.
Yvonne Adam, managing director of Young’s 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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