The contract, which covers national broadcast and digital media buying, will aim to attract new consumers into the category, as well as inspiring lapsed consumers to explore different products within the Young’s portfolio.
We will be supporting the brand’s ambitious three-year growth strategy and focusing on strengthening Young’s position as the UK’s leading fish and seafood business.
Yvonne Adam, Marketing Director of Young’s, said: “It’s an extremely challenging time for brands to connect with consumers and in order to maintain our position as the UK’s leading fish and seafood business we needed to make a significant step change with our media buying. Total Media’s deep knowledge of multiple channels and its approach to audience insight proved to us that they were the right team to work with.”
Tom Laranjo, MD of Total Media, added: “Gaining new customers in a crowded market is a challenge, regardless of brand prominence. Using the latest behavioural science and technology, Total Media will help Young’s maintain its position as market leader.”
Have a read of the full article in Campaign here.