Young’s Seafood appoints Mother

Young’s Seafood, the frozen food company, has appointed Mother to its estimated £2.5m ad account.

The company board met earlier this week to discuss the ad review and formalised the appointment today (September 25).

The process was handled by the AAR, with Mother winning out in a final shootout against JWT. Bartle Bogle, Hegarty and WCRS were also on the shortlist.

The incumbent Doner Cardwell Hawkins withdrew from the review process at an earlier stage. It had worked on the account since June 2000 and spearheaded a major relaunch of the brand.

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

It was supported by a £5m marketing campaign and new packaging.

This year the company rolled out its first wheat, gluten and dairy-free ranges.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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