Young’s Seafood Ltd. announced the appointment of a new media agency, Total Media, the behavioural planning agency, to support the brand’s ambitious three-year growth strategy, which will see it strengthen its position as the UK’s leading fish and seafood business.
Total Media’s brief will see them use their deep knowledge of audience behaviour to build a blended marketing channel approach and widely share Young’s vision of inspiring people to love fish. The contract, which covers national broadcast and digital media buying, will aim to attract new consumers into the category, as well as inspiring lapsed consumers to explore different products within the Young’s portfolio.
Yvonne Adam, Marketing Director of Young’s Seafood, said: “It’s an extremely challenging time for brands to connect with consumers and in order to maintain our position as the UK’s leading fish and seafood business we needed to make a significant step change with our media buying. Total Media’s deep knowledge of multiple channels and its approach to audience insight proved to us that they were the right team to work with.”
Tom Laranjo, MD of Total Media, added: “Gaining new customers in a crowded market is a challenge, regardless of brand prominence. Using the latest behavioural science and technology, Total Media will help Young’s maintain its position as market leader.”
Source: Total Media