We have just launched a YouTube campaign as part of the digital activity for Young’s launch ‘over the pond’.
From early sales data and social listening, we identified that classic British Fish and Chips is an interesting territory for the US consumer audience, and we set out to teach US consumers how to make the best Fish and Chips at home.
60 second recipe film
We enlisted the help of Young’s development Chef, Serge, and created a short recipe style film specifically for the US market. Shot in a beautiful British kitchen the 60 second step by step guide explains how we make our chunky chips (not fries) and how to perfectly cook Young’s Crispy Battered Cod Fillets. The concept, storyboard and film production was handled via our creative and content teams.
High reach media support
The campaign launched with a high reach media campaign, targeting our core audiences around the important Lent period, and whilst the product is in offer in US retailers.
YouTube Brand Lift study
Additional measurement is being provided via a YouTube Brand Lift study provided by Google – allowing us to measure brand awareness and purchase intent as a result of this communication. The campaign runs until Easter this year.