Young’s Seafood has appointed behavioural planning agency Total Media to support the brand’s three-year growth strategy.

Total Media’s brief is to build a blended marketing channel approach using behavioural analysis and widely share Young’s vision of inspiring people to love fish.

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.

Yvonne Adam, Marketing Director of Young’s Seafood, 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.”

Total Media will join Young’s existing agency group; integrated creative agency Quiet Storm, digital agency Activation, consumer lifestyle PR agency Kazoo and brand design agency Springetts.