Young’s Seafood has built on its multi-million pound ‘Master’s of Fish’ advertising campaign by unveiling a new packaging creative which is designed to target a younger audience.

This redesign represents further investment into the Young’s brand for 2020 and will be rolled out across the company’s £62 million core range of products.

In an attempt to target a more ‘socially aware’ demographic, Young’s has highlighted its commitment to responsible sourcing by moving its ‘Fish for Life’ logo onto the front of the new core packs.

Jason Manley, marketing director of Young’s, said: “This branding overhaul is designed to inspire a younger audience to love fish and publicly reasserts our commitment to operating as a responsible business.

“Our core range is a £62 million brand, so having consistency is vital in order for us to ensure its lasting prominence within its category alongside our successful Gastro and Chip Shop ranges.

“We believe this new packaging is a vital step in bringing these family favourites to the tables of many more consumers.”