Young's Seafood has unveiled a brand and packaging revamp for its range, as well as a GBP5m (US$8.7m) marketing push.

A new 'Love Fish' strapline has been included on packaging across the Young's range and will also feature in an advertising campaign from next month.

Yvonne Adam, Young's marketing director said: "Love Fish clearly communicates the very essence of Young's as the leading brand that only does fish - it's true of Young's now, in the past and in the future.

"All our recent research also proves that 'Love Fish' is exactly how people describe their attitude to seafood - so it's an emotional and engaging way for us to connect with both existing and new customers."

In line with the new strategy, all Young's packaging has been redesigned carrying the new strapline along with photography, product descriptors and recipes.

The 'Love Fish' relaunch will include a TV, outdoor, press and digital media advertising campaign, product sampling, PR and sales promotional activity.

A 'try me free' offer is also being launched in a bid to "encourage trial" on lines, such as Young's Best Ever Prawns.