The Grimsby-based company, the UK's largest seafood firm, wants to enhance its reputation as a specialist fish supplier.
Wild Card MD Kate Wild said the agency would be running ‘Fish Forums' with food journalists and producing a ‘lexicon of fish' to highlight the fact that Young's supplies 60 varieties. It will also use fishmonger and chef Mitch Tonks as a brand ambassador.
Young's commitment to responsible fishing would ‘underpin every campaign', Wild added.
The firm recently introduced premium range Spey Valley Smokehouse to its core frozen seafood business. It has also been encouraging consumers to try less well-known fish such as hake and sea bream in a bid to increase sales.
BMA Communications worked for Young's last year, having replaced nine-year incumbent Brahm PR (PRWeek, 27 May 2005).
Young's retained corporate and trade comms adviser remains Wordbird Communications.