Citigate Dewe Rogerson wins Young's BlueCrest

The UK's largest fish foods manufacturer Young's Bluecrest has

tasked Citigate Dewe Rogerson (CDR) with a corporate profile-raising

brief.



The firm, which turns over £320m a year and employs 3,300 people,

opted for CDR after a competitive pitch.



Young's Bluecrest processes 30 per cent of the fish products consumed in

the UK each year, and is best known for brands such as Harry Ramsden's

Chip Shop and Young's Prawns.



Operating ten processing plants, the firm is a leading provider of

own-brand fish products to major retailers. This accounts for 40 per

cent of its turnover.



The account is headed by CDR directors John Hobday and David Nolden,

reporting to Young's Bluecrest CEO Wynne Griffiths.



CDR will work alongside Young's Bluecrest's retained consumer and trade

agency, Leeds-based Brahm PR.



Hobday said the agency's target was to 'help Young's Bluecrest fulfil

its potential.' He added: 'It's a successful company which hasn't got

the profile it deserves.'



In July the firm appointed Deutsche Bank as strategic adviser to

consider long-term options, including a potential trade sale, MBO or

flotation.



Private equity group Legal & General Ventures (LGV) owns 79 per cent of

the food giant, which was formed in July 1999 when United Biscuits

combined Young's with LGV's Bluecrest Seafood.



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