May 18th 2010

Bake it like Beckham this summer!

Grimsby-based Young’s Seafood has struck a major deal with GO3 and David Beckham to launch a new healthy range of fish products in time for this summer's football season.

David teamed up with GO3 several years ago with the aim of making everyday meals healthier – the GO3 Omega-3 ingredient has now been added to the new Young’s range to give an additional health boost. Five of Young’s family favourites have increased levels of Omega-3: Young’s Fish Fingers, Flipper Dippers, Cod Cakes, Admiral’s Pie and Mariner’s Pie.

Young’s will support the launch with a multi-million pound integrated marketing campaign including new packaging that features the face of the iconic sportsman. The packaging includes a competition to win an exclusive opportunity to meet David Beckham.

In-store support for the range will include £1 promotional packs during the World Cup as well as fully branded point of sale and car park banners.

In addition a ‘Young’s GO3 Superheroes Challenge’ campaign will see Beckham further promote healthy lifestyles by encouraging children to transform their own lives by taking small steps to be more active and healthy, executed through PR and social media. The winning family will also win a trip to meet the star.

Commenting on his partnership, David Beckham said: “Getting kids to eat the right things and be fit and active is really important to me as a parent and an athlete. We have worked hard to increase the levels of Omega-3 by adding my GO3 Omega-3 so that you can get even more fish oil experts recommend to help develop healthy hearts, eyes and brains. This new Young’s GO3 range is good wholesome, family-friendly food to grab on the go whether at lunchtime, after school or before sports practice.”

Mark Escolme, managing director at Young’s, said: “This is a winning line-up for this summer: Young’s, the experts in fish; and GO3, the experts in family nutrition.

“As the nation’s favourite fish brand, we’re committed to helping families take steps to eating the recommended twice-a-week portions of healthy fish by creating great tasting products. With the support of the world’s best known sportsman and dad, the new Young’s GO3 range will help develop a greater understanding around the benefits of frozen fish and Omega-3 whilst growing and supporting the whole category.”

The new range is listed now in Tesco, Asda, Morrisons, and Sainsbury’s.