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.

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