Young’s Seafood has announced that its major advertising campaign, Masters of Fish, will return to screens in January, following successful campaigns in 2020 and 2021.

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 3rd January, will be broadcast to consumers between January and the end of February and will focus on the company’s hero products – including Young’s Chip Shop Cod Fillets, Gastro Tempura Battered Chunky Cod Fish Fingers and Gastro Lightly Dusted Sea Salt and Cracked Black Pepper Basa Fillets.

The epic creative features 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.

Previous campaigns helped to strengthen Young’s position as the number one brand in frozen fish, attracting 500k new shoppers to the brand in 10 weeks and helping to deliver £15m in incremental sales. Masters of Fish also scooped the TV/Cinema Advertising, Savoury Foods award at the 2021 Food & Beverage (FAB) Awards, and campaign of the week in The Grocer.

The multi-channel television advertising will run across the leading broadcasters, including ITV, Sky, and Channel 5.

Liz Griffin, Marketing Controller at Young’s Seafood, said: “Following the excellent response to our Masters of Fish campaign, we are very proud to be bringing it back and continue to profile key products again in 2022.

“Over the past two years we’ve seen growing numbers of shoppers adding fish into their diets and we want to keep this positive momentum going. Masters of Fish empowers 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 latest version of our award-winning campaign.”