Young’s Seafood today announces that its major advertising campaign, Masters of Fish, will be returning to screens this month, following a successful campaign in 2020.

Masters of Fish showcases the UK’s largest seafood specialist’s 200 years of expertise to inspire people to cook and enjoy fish more often.

The advertising campaign, which launches on 4th January, will be broadcast to 42 million consumers between January and May.

The first run of the campaign was a resounding success, being viewed by 40m people, showcasing the company’s hero products – including Chip Shop Cod, Gastro Coated, Gastro Bakes and Gastro Scampi – as well as supporting the launch of Chip Shop Lighter. It also directly engaged with over 20m shoppers through digital and social activity.

The epic, movie-like creative features four ‘Masters of Fish’, ordinary people who demonstrate how Young’s expertise helps them master different meal occasions, ranging from a midweek family dinner, a date night and a post workout pick me up.

The multi-channel television advertising will run across the leading broadcasters, including ITV, Sky, and Channel 5. It forms part of a wider campaign consisting of highly targeted video and paid digital, including digital ‘out of home’ advertising close to store, promoting key products. Recipe creations will feature across social media and paid search to help inspire consumers to incorporate fish into their diets in unique ways.

Simon Smith, Chief Executive at Young’s Seafood, said: “With the launch of Masters of Fish proving a resounding success, we are very proud to be bringing it back to millions of screens and continue to profile key products again in 2021.

“Throughout 2020, we’ve seen growing numbers of shoppers incorporating fish into their diets and we want to keep up this positive momentum going into the new year. Masters of Fish is just one part of our broader aim to empower consumers to enjoy fish, bringing new, fresh ideas to dinner tables across the UK using our 200 years of expertise in seafood to do so.

“We look forwarding to kicking off what we expect to be another year of positive growth with the re-launch of this campaign.”