Young’s Seafood is supporting its frozen Chip Shop and Gastro brands with a new marketing campaign.

Young's ATL Gastro

The activity, which goes live on 1 April, will target the company’s core target audience via an exclusive partnership with Sky TV and its mobile media platforms. The campaign will include digital display advertising on websites including BBC Good Food and Delicious Magazine.

Young’s is also bringing back its brand character: Malcolm the Cat, who will feature in some of the new Gastro creatives. Meanwhile, the new Chip Shop ads will highlight how each of the brand’s fillets contains less than 250 calories.

Yvonne Adam, marketing director of Young’s Seafood, said: “We’re confident that by bringing Malcolm back to screens, supporting both Chip Shop and Gastro, and using such a sophisticated targeting strategy, we’ll see a reach like never before across our key target audience.”

Daniel Stephenson, head of Sky Adsmart at Sky Media, added: “This is one of the most progressive uses of AV that we’ve seen. Sky Media is delighted to be working with Young’s and Total Media on such an innovative partnership that employs both purchase and viewing data to plan, target and optimise the campaign across Sky’s linear and addressable platforms.”

Young's ATL Chip Shop