Grimsby, England-headquartered Young’s Seafood is relaunching its entire scampi product range following a huge consumer-led project to revitalize the category. Featuring major recipe improvements and vibrant new packaging that gives it strong visual standout and appeal, the company is on a mission to “take scampi from being a freezer favorite to a versatile and easy treat for all.”
Now hitting retail store shelves across the United Kingdom, the assortment includes Popcorn Scampi Bites (190g priced at £1.75 ), Golden Scampi (220g and 400g offered for £4.00 and £5.50, respectively), Gastro Wholetail Scampi (220g at £5.50) and Gastro Wholetail Jumbo Scampi (230g priced at £5.50).
The relaunch is being supported with a significant marketing program including influencer and recipe inspiration campaigns, social media, and in-store and online shopper marketing and promotional activity.
With a history and heritage in scampi going back over 75 years, Young’s ranks as Britain’s favorite supermarket scampi brand. However, research suggested that while nearly all consumers enjoy the product, market penetration was falling and there was a need to stimulate purchasing among established customers and new shoppers by increasing awareness to make it a top of mind option.
The marketing campaign to support the relaunch focuses on scampi as a “zero fuss, convenient, everyday treat for all the family.” It highlights product versatility, provides recipe inspiration on pack for how Popcorn Scampi makes the “ideal treat for kids,” while Golden Scampi is “a treat for the whole family,” and Gastro is “ideal for a restaurant inspired night in for two.”
The campaign also showcases how scampi is “perfect across a wide range of evening and lunchtime occasions, including when working from home.”
Anne Laudage, Marketing Controller at Young’s, which is part of Sofina Europe, stated: “We’re very proud to have a history so strongly rooted in scampi, and have undertaken the biggest relaunch of our range yet in response to what consumers have told us.”
