Young’s Seafood is celebrating the 75th anniversary of its invention of Scampi with a major campaign to promote the product, its history and how Young’s Scampi became Britain’s favourite.

The campaign, which includes TV and online advertising, retailer promotions, social media and influencer work and PR, will see Young’s epic, movie-like ‘Masters of Fish’ creative transformed into ‘Masters of Scampi’ for the month of June, showcasing the full Young’s Scampi range and providing inspiration for new ways to enjoy the nation’s favourite.

Young’s invented Scampi in 1946 as a result of a post war lobster shortage. A chef at the Ritz hotel in London wanted to serve lobster to his guests, and Young’s were able to offer him langoustine as an alternative. The chef cut the langoustine into pieces and deep fried it and Scampi was born. Shortly after Young’s started selling frozen Scampi and ever since it has become a firm family favourite in homes, restaurants and chip shops across the UK.

And its enduring popularity shows no sign of fading, with over a million new shoppers adding scampi to their basket in the last year. Young’s Scampi, as the undisputed No1 brand in the category, has seen sales top £37million across its full branded range for the first time ever, including Gastro Wholetail and Jumbo Wholetail, Young’s Scampi and Popcorn Scampi Bites.

Keely Wade, marketing manager at Young’s Seafood, said: “We’ve been perfecting fish for more than 200 years and this couldn’t be more true for our Scampi journey.”

“From the invention of Scampi 75 years ago to now, we’ve continually innovated to ensure there’s a delicious Scampi option for everyone and every occasion.”

“Our innovation doesn’t just stop with the recipes, in 2018 Young’s committed to significant cuts in its use of paper packaging and reducing plastic packaging by 10%, including the removing all black plastic by the end of 2020. As part of this, Young’s was able to replace 127 tonnes of other plastics with recyclable materials, including our Scampi bags.”

“We listen to our customers to make sure we’re providing the tasty, environmentally friendly options they want at the same time as presenting them with delicious new ways to enjoy Scampi and we hope they’ll join us in celebrating this delicious British favourite.”