Doner Cardwell Hawkins has produced its first work for Young's Sea Fish since winning the account in June.
Three TV spots all feature the 'authentic' folk song Dance ti' thy daddy - a sea shanty about fishing. They show Young's chefs beavering away in a development kitchen. The ads feature the strapline: 'Make fish the dish of the day.'
The campaign, which breaks on 13 November, aims to show the effort that has gone into the preparation of the frozen ready meals, as well as the wide variety available.
Nick Jackson, the head of account management at Doner, said: 'People have in-built barriers to serving fish at home because they think it's difficult. This campaign is about establishing Young's as the only brand that brings you delicious fish dishes to enjoy at home.'
Jim Cane, the commercial director of Young's, said: 'This is a key part of the relaunch of the Young's business. We are placed to take charge of the seafood category - unlike other companies we only do fish. Young's is more than twice the size of its nearest UK competitor.'
The campaign, which will include press and radio work, was written by Chris Kirk and art directed by Ivan Davies. The TV work was directed by Gus Filgate through 2AM Films.
Media planning and buying is by MediaCom TMB.
The agency won the business after pitching against Miles Calcraft Briginshaw Duffy. Young's put the account up for review when the incumbent, Grey Advertising, was awarded a conflicting account from Findus.