Manchester’s Brazen has reeled in a whopper, landing the consumer PR, social media strategy and influencer brief for Young’s Seafood, the UK’s number one seafood brand, following a competitive pitch process.
The new account win will see Brazen make a splash by building a culturally salient and highly relevant communications programme that builds on Grimsby based Young’s brand positioning as the nation’s seafood expert. to hook incremental younger audiences while also encouraging current fans to dive into more mealtime occasions, cementing the firm’s status as category leader while also fuelling wider growth.
From influencer waves using Brazen’s ‘Brazen Buddies’ network of content creators, to social-first storytelling, the team will ensure Young’s is always top of mind – whether as a freezer-filler hero or the perfect ‘dinner for tonight’ catch.
The agency’s outputs will tackle some of the biggest myths that have long left shoppers floundering – from the perception that fish is intimidating and tricky to cook, to the reality that many people remain unaware of its versatility, health benefits and potential as a simple, delicious mealtime solution.
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By showcasing fish as a modern, versatile and nutritious choice, high in protein, quick to prepare, delicious and responsible for the future of our seas, Brazen will spotlight Young’s pioneering story, founded over 200 years ago by Elizabeth Young, a woman ahead of her time.
A spokesperson for Young’s Seafood said: “Fish is the perfect product for the needs of today’s consumer. It’s nutritious, easy, versatile and tasty. With Brazen at the helm of our PR and social strategy, we’re excited to appeal to new audiences, inspire current ones, and remind everyone why Young’s remains the UK’s number one seafood brand.”
Peter Burling, client director at Brazen, added: “Young’s is a titan of the freezer aisle and the undisputed seafood expert – a brand that’s been feeding the nation for centuries. We’re proud to net this partnership and can’t wait to create work that firmly positions Young’s as the go-to expert.
“Our recent Wallet Watchers series shows that value and quality are front of mind for UK shoppers feeling the pinch. With sub-brands like Chip Shop and Gastro, Young’s is perfectly placed to deliver on both the everyday dinner and the treat occasion. Expect ideas that are fresh, bold and guaranteed to cause a ripple or two.”
