Elevating midweek meals with fish

Driving brand awareness and engagement with Young’s Summer Swaps campaign

Summer is always a challenge for the frozen fish category, with many shoppers choosing to buy chilled fish direct from the fish counter or the chiller cabinet. Young's wanted to maintain its sales momentum during these hard to reach months and tasked us with creating a seasonal campaign that would help to encourage consumers to re-think frozen fish.

As an all agency team we developed an integrated digital, social and PR campaign to encourage people to swap out their normal cooking habits with new healthy and tasty recipes by collaborating with 30 influencers to create their own twist on a classic mid-week meal, using Young’s fish.

Content was posted across influencers’ social channels, as well as Young’s owned platforms.

“A great job done, and it’s inspired us to execute another influencer campaign for next quarter!” Marketing Controller at Young’s Seafood

k reach - exceeded target by 13%

.8% average engagement rate (top end of the industry average)

% click through to Young's Instagram page

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