The campaign, created by Doner Cardwell Hawkins, will run over Easter, backed by print and outdoor ads, consumer and trade PR and a retail promotional programme.
The revamped Chip Shop range, which will be rolled out next month, taps into consumer trends, highlighting that the products provide a natural source of Omega 3 and the reformulated recipes contain less than 5% saturated fat. Each pack also carries a line explaining that the fish has been cooked using a blend 'rich in sunflower oil'.
The products are intended to appeal to those concerned with sustainability, as they use wild Alaskan pollock, rather than the more familiar cod, which is under threat from overfishing, particularly in the North Sea.
This has not been flagged up on the front of the packs, designed by Springetts, but they do sport a 'Fish for life' logo promoting Young's support of sustainable fishing, as well as the mark of the Marine Stewardship Council.
The Chip Shop range includes two- and four-fillet packs; bagged chunky fillet nuggets; salt-and-vinegar flavoured fillets; and beer batter fillets made with John Smith's bitter.
Young's Chip Shop is the biggest brand in the battered fish market with a 43% share and sales of £56m last year, according to AC Nielsen.
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