YOUNG’S Seafood has kicked off 2017 with the launch of its biggest ever marketing campaign to support the Gastro fish brand.
Starting this week, the multi-million pound promotion will see Young’s brand ambassador, Malcolm the Cat, return to TV screens nationwide.
The advert will show the cat coveting Gastro Crispy Lemon and Herb Tempura Battered Basa Fillets.
Yvonne Adam, marketing director at Young’s Seafood, said: ‘We hope this new campaign will continue to inspire people to love fish.
‘With recipes created by our development chef, Serge Nollent, Gastro is perfect for the ‘date night’ occasion at home.
‘For 2017, we have also created a series of simple meal ideas, with step-by-step instructions for fish, sides and accompaniments on our bespoke Young’s microsite.’
In a first for the brand, Malcolm will also be heard on the airwaves via a partnership with Heart FM to support the integrated campaign.
Other campaign elements will include social media activity, trade and consumer PR. Young’s is also offering customers the chance to win hampers including champagne, luxury candles and Young’s vouchers throughout the campaign period.
‘Gastro has quickly become an iconic British brand in the hearts and minds of a new generation of consumers,’ said Adam.
‘Now worth £60 million, Gastro is twice the size of its nearest competitor, and is now the UK’s number one premium frozen fish brand.
‘There is plenty more to come, with additional innovation and ground-breaking campaigns planned for 2017.’