The 'Love fish' strapline debuted in a TV campaign for the Young's Chip Shop range, which broke on Monday, and will be rolled out across the packaging for all its products.
Young's has redesigned its packaging to take account of the strategy, adding clearer product descriptions and, where appropriate, recipes on the back of packs. The Young's seascape has also been redesigned and appears brighter, while the product photography has been reshot.
The repackaging is intended to emphasise the taste of the products and encourage more people to visit the freezer aisle.
As well as appearing on its packaging, the 'Love fish' line is being rolled out across all communications. A £5m ad campaign will run across TV, outdoor, press and digital media, on the break bumpers for the advertiser-funded TV show Mitch & Matt's Big Fish, which airs on UKTV Food, and through sampling and sales promotion. All on-air promotions of Big Fish will feature Young's Seafood branding.
Young's is also planning to encourage trial through a promotion on key lines including Young's Best Ever Prawns.
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