Young’s Seafood has announced that its advertising campaign, Masters of Fish, will be returning throughout January following a successful campaign in 2020.

The firm says the campaign, which launched earlier this week, will aim to reach 42 million consumers between January and May.

The promotion will look to encourage people to cook and enjoy fish more often by highlight how fish can be used for a range of meals and occasions.

According to Young’s, ‘Masters of Fish’ was viewed by 40 million people in its first run, as well as reaching more than 20 million shoppers through digital and social activity.

“Throughout 2020, we’ve seen growing numbers of shoppers incorporating fish into their diets and we want to keep up this positive momentum going into the new year.”

The multi-channel television advertising will run across a number of broadcasters, including ITV, Sky, and Channel 5. Recipe creations will feature across social media and paid search to help inspire consumers to incorporate fish into their diets.

Simon Smith, chief executive at Young’s Seafood, said: “With the launch of Masters of Fish proving a resounding success, we are very proud to be bringing it back to millions of screens and continue to profile key products again in 2021.

“Throughout 2020, we’ve seen growing numbers of shoppers incorporating fish into their diets and we want to keep up this positive momentum going into the new year. Masters of Fish is just one part of our broader aim to empower consumers to enjoy fish, bringing new, fresh ideas to dinner tables across the UK using our 200 years of expertise in seafood to do so.

“We look forwarding to kicking off what we expect to be another year of positive growth with the re-launch of this campaign.”