Tweet all about it: Young's Seafood is a social media star of the food world
SOCIAL STAR: Malcolm, and Young's Seafood.
By Grimsby Telegraph | Posted: 3 Mar 2017
SOCIALLY superior! That’s Young’s Seafood.
The Grimsby-headquartered company has been named as the top seafood brand based on social media strategy by industry bible The Grocer.
SocialRetail Group ranked the UK’s fast moving consumer goods brands to compile the list, which has just been released.
Beating some of the country’s biggest brands, Young’s ranked 21st on the list, the highest place of any specialist seafood brand.
It follows January’s launch of the biggest ever multi-media advertising campaign to support Gastro, the nation’s favourite premium fish brand.
The Ross House team, supported by Bristol-based Activation Digital, launched a focused social media campaign, supported by the return of brand ambassador Malcolm the Cat, to the nation’s screens.
The advert shows discerning foodie Malcolm, voiced by British actor Rupert Everett, longing for the delicious, restaurant-inspired Gastro Crispy Lemon and Herb Tempura Battered Basa Fillets served up as part of the perfect ‘Date Night’.
Since the launch, the Gastro campaign has reached 1.9 million people across social media, with a huge average engagement of 21.5 per cent.
Yvonne Adam, marketing director at Young’s Seafood Ltd, said: “Our mission at Young’s is to inspire people to love fish now and for generations to come. Our work across social media is a huge part of that mission. It allows us to engage authentically with our customers and provide them with delicious recipe ideas every night of the week.
“Our total social reach over the last 12 months was nearly nine million, with our customers viewing over 125 days of Young’s video content in that time too. With the support of social media our Gastro brand is now twice the size of its nearest competitor, and is now the UK’s number one premium frozen fish brand."