Following a competitive pitch process which involved agencies from across the UK, Perfect Storm has been appointed to support Young’s through a rebrand process and to lead a digital-first marketing strategy. This will deliver ‘always on’ and integrated campaign bursts to support NPD launches across the next few years.
Young’s traces its roots back to 1805 and is now the UK’s biggest specialist seafood brand. The company was acquired by Canadian group Sofina Foods last year.
One of the first projects Perfect Storm is tackling with Young’s is launching a new 100% fillet fish finger line at retail giant Asda, which is also a launch for the brand refresh. The launch is supported by significant integrated marketing and promotional activity, a paid and organic digital campaign and price promotions to drive product trial.
The rebrand drops the iconic Grimsby Dock Tower from Young’s packaging to highlight the role of ground-breaking female entrepreneur Elizabeth Young in the founding of the company over two centuries ago.
Paul Craft – Chief Commercial Officer at Young’s, commented: “The team at Perfect Storm really impressed us with their insight and their understanding of our brand. They’re joining us at a very exciting time, with lots of innovations and developments in the pipeline. They’ve brought with them fresh ideas, enthusiasm and a team which is full of genuine experts in each field. We’re looking forward to seeing what the coming months bring and excited to see the outcome of our collaboration.”
The work will be delivered and managed by a senior team at Perfect Storm. Dave Nutter, who founded Perfect Storm with Adam Errington, said: “It is a major achievement for us to be appointed as lead digital agency across all channels for a company as large and iconic as Young’s. It’s a brand we all know and love and, especially with the brand repositioning, it’s a company which is still as relevant and pioneering as it always was. We’re very much enjoying working together and we look forward to a long and successful partnership.”
Source: Perfect Storm