Young’s unveils shortlist for ad account

Young’s Seafood, the frozen food company, has shortlisted four agencies for its estimated £2.5m advertising account.

Young's Love Fish

The process is being handled by the AAR and the agencies gearing up to pitch are Bartle Bogle, Hegarty, Mother, WCRS and JWT.

The incumbent Doner Cardwell Hawkins withdrew from the review process at an earlier stage.

It had worked on the account since June 2000 and oversaw a major relaunch of the brand.

In October last year Young’s Seafood unveiled a new communications platform, “Love fish”, as part of a strategy to highlight its heritage and expertise in the seafood sector.

It launched a £5m marketing campaign to support the new messaging and redesigned its packaging. It is also aimed to change the perceptions of frozen food.

The company’s frozen food lines include fish, prawns, seafood pies and scampi.

This month it launched what it claims is the UK’s first gluten free fish fingers. It is also wheat and dairy free.

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