Lucky Generals lands ‘catch of the day’ Princes brand

princesLucky Generals has strengthened its relationship with the Princes Group by being handed the creative brief for Princes Seafood, following a competitive pitch.

The agency already handles the company’s top-selling Italian cooking brand Napolina, which it picked up in September, but will also now begin building a new positioning and platform for Princes Seafood before developing a launch campaign.

The seafood brand was first launched over 100 years ago and comprises tinned fish, including tuna, mackerel, salmon and sardines. It claims to be able to trace every can of fish back to the boat that caught it.

Princes insists it has been committed to providing natural food since 1890. The brand now wants to raise its visibility while reinforcing the quality of its products and dishing out recipe advice.

Princes Group marketing director Jeremy Gibson, who joined the brand owner in April, said: “We believe that no one knows fish like Princes, and due to the challenging times we are all facing, producing delicious products that are nutritious, free of additives and anything artificial, is more important than ever.

“We want people all over the nation to enjoy the natural goodness of our products and we believe Lucky Generals are the perfect partner to help us connect with consumers in a noisy and standout way.

Lucky Generals client partner Vickie Ridley added: “This win really is the catch of the day. We are thrilled that we’ve reeled in such a distinctive brand and can’t wait to get started tipping the scales in Princes favour.”

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