Young's plots £5m ad push fronted by folk group

Young's, the seafood brand, has unveiled a folk group as the 'face' of its brand, replacing former England rugby union international Matt Dawson.

Young's: dropping Matt Dawson as brand ambassador
Young's: dropping Matt Dawson as brand ambassador

A £5m TV campaign, featuring the song When the Boat Comes In, performed by Fisherman’s Friends, was shot in Port Isaac. The vocal group, which hails from the Cornish fishing village, hit the headlines last year when it signed a £1m recording deal with Universal.

The ads, by Mother, will back the launch of a range of four-pack large haddock and cod fillets. The campaign breaks next  week and will be supported by digital and PR activity.

Findus, which owns Young’s, recently axed 20 roles from its UK marketing department. The restructure was managed by UK and Ireland managing director Leendert den Hollander.

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