Building a leading brand

The challenge

Young’s Seafood was not perceived as a leading brand in the category and its advertising budged had been reduced, whilst the leading brand was spending four times more on advertising. Young’s Seafood was looking to become the leading brand in the category and drive sales.

The approach

We used our bespoke “5 in 5” strategy process, which layers multiple research techniques, to isolate four life-events to target where consumer buying habits can be disrupted and changed.  

The outcome

Our insights informed Young’s Seafood’s media approach which shifted consumers’ buying habits to establish them as the leading brand in its category, achieve a 29% uplift in sales YoY, and generate an extra 750,000 customers.