Young’s Seafood has launched what is describes as “one of the most targeted marketing campaigns ever” to support its Chip Shop and Gastro brands.
The activity includes an innovative integrated and digital broadcast plan, will deliver Young’s longest running campaign to its core target audience via an exclusive partnership with Sky and its highly sophisticated AdSmart activity.
Using advanced targeting TV technology and analytics, Young’s will instantly serve up its Chip Shop and Gastro adverts traditionally, share them with people using iPads while watching TV, and targets consumers based on their shopping preferences.
These systems monitor 600+ channels and identify relevant opportunities in milliseconds, meaning the audience can be reached in key buying moments helping to attract new and lapsed shoppers to frozen fish.
The campaign will also hone in on Young’s target audience with digital display advertising via popular food websites such as BBC Good Food and Delicious Magazine.
The campaign, which brings Malcolm the Cat back on screens, sees both Chip Shop and Gastro brands on TV at the same time for the first time in the brand’s history. The creative, produced by Quiet Storm, will also highlight the Chip Shop message of “less than 250 calories per fillet” in another brand first for Young’s.
Daniel Stephenson, Head of Sky Adsmart at Sky Media says: “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.”
Yvonne Adam, Marketing Director of Young’s Seafood comments: “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.”
