Maximising engagement and targeting the flexitarian movement

Following the resounding success of our Summer Swaps campaign with Young’s, we wanted to continue building momentum and boosting engagement for the brand.

The key was to capitalise on the ever-growing flexitarian movement, as so many consumers were looking to cut down on their meat consumption – particularly as Christmas’s indulgence period grew nearer. Our challenge was to get consumers to think and consider swapping fish into their weekly meal plans.

We worked with 20 micro and mid-tier influencers to develop a series of innovative recipes using Young’s fish, designed to inspire their followers to incorporate fish into their weekly meal repertoire.

Targeting each influencer with a specific product focus to appeal to their own audiences, we were able to build existing relationships with influencers from our Summer Swaps campaign, but also introduce new ones to the brand – helping us maximise engagement rates.

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

Marketing Controller at Young’s Seafood says: “The quality of influencer content just keeps getting better and better – and we’re now starting to build some solid relationships with people who really resonate with Young’s. Another fantastic result!”

% Average engagement - exceeding the 2% industry average

% Average click-through to Young's Instagram page - exceeding 0.5% industry average

.00 Average cost of engagement

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