The frozen seafood category was struggling and had undergone a programme of cost cutting and value offering which had an adverse impact on consumer perceptions of the Young’s brand. To convince consumers to shop their frozen products again, the key challenge for Young’s was to bring taste back to the freezer and address the brand’s particular problem of ‘Who believes a fisherman can cook them a tasty fish dish?’ Insight highlighted that a metaphor was needed to connect great fishermen with great seafood.  The design solution connected the Young’s brand back to the shore alongside packaging featuring an iconic and emotive landscape of Grimsby, the brand’s hometown. As well as having had a direct impact on sales in an incredibly challenging market, the new ‘Sea to Shore’ brand identity has had a hugely positive response from consumers, customers and employees who feel tremendously proud of Young's and Grimsby.