The ad explores the notion of food envy – the feeling that you should have ordered what your colleagues are eating rather than what you actually did order.
Malcolm the cat, archly portrayed by The Madness of King George star Rupert Everett, hungrily eyes his family while they are eating Young’s products.
This is the first campaign developed for Findus-owned Young’s by Quiet Storm, which took over the £10 million creative account from the incumbent Mother following a creative agency review over the summer.
The new campaigns aim to drive up consumption of responsibly-sourced frozen fish.
MediaCom handled the media for the campaign, which will also run on YouTube, Innovid pre-roll channels and social media with in-store marketing material and promotions.
Trevor Robinson, the founder and creative director of Quiet Storm, said: "We felt that using the character of a high-brow, discerning, food connoisseur cat, with sophisticated tastes in seafood, would help to highlight the high food values of the brand in an accessible, entertaining and memorable way."
The ad was directed by Mary-Sue Masson.
Wayne Hudson, managing director of Young’s Seafood Limited’s frozen business, said the ads would lead up to a new product launch later in the year.
He said: "We believe there is a significant opportunity to encourage people to try a broader range of seafood, with new product development and our new, entertaining campaign."
Initial ads will feature the Lemon Tempura Basa and Gastro Cod, Spinach and Cheese Gratin products from the range of meals for one.
Previous campaigns developed by Mother also had an amusing feel, centred on fishermen.
According to Young’s, its Gastro brand is worth more than £22.3 million, with 11.5% household penetration and a repeat purchase rate of 45%.
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