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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here