Young’s Foodservice

The brief

Brahm has been working with Young’s for over eight years. During this time it has experienced considerable changes both in terms of the business and the market. The Foodservice sector continues to thrive and caterers and consumers continue to demand new ideas as their tastes change. The PR brief has had to adapt over the years to reflect these changes.

The current brief is to build the Young’s brand in Foodservice, increase share of voice in the media and to put fish on the catering media agenda.

Our solution

Brahm focused on the key benefits that Young’s products could deliver for the caterer and the ways in which they were answering what the consumer demands - Young’s products make it easier for the caterer to put fish on their menus. PR focused on taking the hard work out of fish, saving the caterer time and money and ultimately demonstrating that Young’s listens to the needs of caterers.

Brahm took advantage of key calendar dates, such as Christmas, Valentines Day, Easter and National Seafood Week to generate hooks for Young’s.

Famous for its heritage and experience both in seafood and in the Foodservice sector, Young’s has credentials to be proud of. The company is using its experience and technical expertise to develop new fishing methods which is positive news for the seafood sector. Brahm used PR to reinforce this technical expertise and demonstrate how they are leading the market.

Brahm also provided an ongoing reactive press office function for Young’s, (which has involved preparing press statements and proactively writing letters to the media), to position Young’s as the authoritative voice in the marketplace. For example, comments on fishing quotas and positioning statements on sustainability in the seafood sector.

Over the years, Young’s Foodservice has also used the Brahm Research specialism to carry out research into consumer perceptions of its products vs. competitors. The results of which have been used as a sales tool and to fuel media relations.

The outcome

The fact that Young’s has utilised Brahm PR for a number of years is testimony to the relationship and to the consistently high quality of work that the team continues to produce. Year on year, Brahm continues to achieve coverage in all of Young’s key target media and to ensure that they have a significant share of voice.

Young’s has been visible in titles, such as Catering Update, Caterer and Hotelkeeper, The Publican, Pub Business and Pub chef, on a regular basis - Brahm has succeeded in putting fish higher up the agenda in the catering media and this looks set to continue.

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com