In its first TV campaign for Young's Seafood since winning the account last Summer, Quiet Storm has hired Shakespeare in Love and Shrek star Rupert Everett to voice a fish-obsessed cat called Malcolm. The multi-million pound campaign hopes to establish Malcolm as a new brand mascot, with his envy of the delicious Young's fish dishes his family enjoys at the centre of the positioning. The undeniably British voice of Everett lends Malcolm an air of sophistication that sets the campaign apart from the wacky direction most often associated with talking animal ads. The clip also utilises the traditional English folk song “When The Boat Comes In,” which has become synonymous with the Young's brand over the years thanks to previous campaigns.
Quiet Storm has hired Rupert Everett to voice a fish-obsessed cat called Malcolm in its first TV campaign for Young's Seafood since winning the account last Summer
The first wave of the campaign, which follows hot on the heels of fellow Grimsby brand Saucy Fish Co's latest blitz, will be focusing on the Gastro range, which is made up of more elaborate, restaurant inspired dishes, but as the campaign progresses, more products from the Young's brand will be given the spotlight. The campaign will continue throughout 2015, with additional content on YouTube underlining the message, and well as various social media activations and promotional activity including in-store marketing. The dishes featured in the first clip (below) are the Gastro Lemon Tempura Basa and Gastro Cod, Spinach and Cheese Gratin, all of which sound frankly delightful.
Young's Gastro Advert
Trevor Robinson OBE, founder and executive creative director of Quiet Storm, said they are “Delighted to be involved in establishing this iconic British brand in the hearts and minds of a new generation of consumers, helping them to appreciate a love of fish.” He said they felt that using Malcolm, the “High-brow, discerning, food connoisseur cat, with sophisticated tastes in seafood” as an unofficial brand ambassador, “Would help to highlight the high food values of the brand in an accessible, entertaining and memorable way.” Quiet Storm won the business of the Findus Group-owned fish brand last July after a competitive pitch that also involved the incumbent agency, Mother, who had been the brand's creative agency since 2009. Media planning and buying continues to be handled by MediaCom.
The first wave of the campaign will be focusing on the Gastro range, which is made up of more elaborate, restaurant inspired dishes
Quiet Storm has also released some pretty hilarious behind the scenes, casting, and blooper footage of Malcolm and the rest of the #LoveFish gang. Feast your eyes below.