Young's set for £2.5 million UK ad account review

LONDON - Young's is understood to be gearing up for a review of its £2.5 million UK advertising account.

Young's…rugby star Matt Dawson fronted the brand's last push
Young's…rugby star Matt Dawson fronted the brand's last push

The fish brand has not yet begun approaching agencies, but is thought to be close to issuing a formal RFI.

It is not yet known whether the incumbent, Doner Cardwell Hawkins, will repitch.

It is understood that the successful agency will be briefed to produce both above-the-line advertising and digital campaigns for the fish brand.

DCH has handled the Young's advertising account since June 2000, when it was appointed to handle the brand's £5.5million relaunch.

The launch spots all featured the folk song Dance Ti' Thy Daddy – a sea shanty about fishing. They showed the Young's chefs working in a development kitchen and carried the strapline: "Make fish the dish of the day."

Young's most recent advertising push came in February, when the Grimsby-based company launched a campaign featuring the Rugby World Cup player, and Celebrity Masterchef winner, Matt Dawson. Promoting its range of "cook from frozen" natural salmon fillets, the ads saw Dawson preparing a salmon meal to introduce Young's new brand positioning "Young's - love fish".

Young's has an annual turnover of £300 million and employs around 2,000 staff.

Its products include family meals such potato-topped pies, scampi and the Chip Shop range of battered fish.

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