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Young’s Seafood dishes up ad campaign to consumers on a plate


By John Glenday | Reporter

March 28, 2019 | 3 min read

Young’s Seafood is poised to mount a dual marketing push from 1 April in to entice consumers to bite on its Chip Shop and Gastro brands.


Young’s Seafood serves up latest campaign to consumers on a plate

The campaign will employ advanced targeting and analytics to reach priority audiences as part of a digital broadcast plan devised in partnership with Sky’s AdSmart technology.

The innovative integration will enable Young’s to share its ads directly with iPad viewing consumers in tandem with traditional broadcast ads, all tailored to individual shopping preferences.

To achieve this the campaign will monitor over 600 channels simultaneously, delivering the ads to the most promising propositions within a matter of milliseconds based on their propensity to dine on frozen fish.

Daniel Stephenson, head of Sky Adsmart at Sky Media commented: “This is one of the most progressive uses of AV that we’ve seen. Sky Media is delighted to be working with Young’s and Total Media on such an innovative partnership that employs both purchase and viewing data to plan, target and optimise the campaign across Sky’s linear and addressable platforms.”

Yvonne Adam, marketing director of Young’s Seafood added: “We’re confident that by bringing Malcolm back to screens, supporting both Chip Shop and Gastro, and using such a sophisticated targeting strategy, we’ll see a reach like never before across our key target audience.”

This activity will be augmented by via digital display advertising on the BBC Good Food and Delicious Magazine websites.

Previously the frozen food brand has targeted stressed parents with 'The Youngsters'.

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