How reinforcing its mastery of fish helped secure Young’s place in the hearts, minds and freezers of the nation, growing its market leading position despite being outspent 5x over by Birds Eye.

Young’s Seafood is the UK’s no.1 player in frozen fish. It has a complex range, with products ranging from battered cod to ready meals; prawns to fish cakes. It also has two specific sub-brands that sit under the Young’s umbrella: Chip Shop and Gastro. Quiet Storm has been strategic and creative lead on the Young’s business since 2014, helping them manage this complexity, and looking after all their through-the-line communications needs, from TV advertising to digital and social content. Masters of Fish helped drive Young’s spontaneous awareness up by 44% and delivered £15m incremental sales during the campaign.

Challenge

• To protect and grow Young’s market leading position, despite the brand being outspent 5x over by a big, household name competitor (Birds Eye).

Solution

• Though people like the idea of cooking fish at home, they lack the confidence or ideas to do so more frequently, missing out on the perfect combo of taste and health fish offers.
• This presented an opportunity for Young’s to play a more active role in people’s lives: because when you want to do something well but don’t know how, it’s always best to learn from a master.
• And with unmatched expertise that comes from 200 years specialisation, Young’s are the true masters of fish: no one makes delicious fish more easy for others to master themselves.

Results

• Celebrating Young’s mastery attracted half a million extra households to the brand in just 10 weeks, delivered £15m in incremental sales and a 22% increase in base sales, strengthening Young’s lead over Birds Eye and firmly establishing it as clear no.1 in the market.