Lucky Generals has been appointed as the lead creative agency for Princes Seafood, following a competitive pitch in June.

Lucky Generals has been awarded the business because of the agency’s strategic rigour and track record of creating powerful brand ideas. It will begin by building a new positioning and platform for Princes Seafood before developing a launch campaign with the aim to improve salience and deliver on ambitious growth targets.

Princes has been committed to providing natural food since 1890. The brand now wants to raise its visibility whilst reinforcing the nourishing qualities of their products.

Jeremy Gibson at Princes Group, 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.

Vickie Ridley at Lucky Generals, said, “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.”