Seafood from Norway launches campaign to inspire UK consumers to enjoy more seafood

Norwegian Seafood Council (NSC), which proudly represents Seafood from Norway, has announced the relaunch of its “Explore” campaign.

Aimed to excite the tastebuds of UK consumers and expand their seafood repertoire, the campaign will run from September through to November. This follows the brand’s recent announcement of a partnership with global football superstar Erling Haaland, hailing from Norway, aimed at encouraging more consumers to eat Norwegian seafood, a staple in the athlete’s winning diet.

The “Explore” campaign is designed to inspire consumers to incorporate more seafood into their diets by showcasing the versatility and ease of cooking with Norwegian seafood, particularly cod and haddock, with their mild, delicate flavour and texture, Norwegian cod and haddock are perfect protein choices for a variety of dishes, making it easy for consumers to create satisfying meals for any occasion.

As highlighted in NSC’s recent global seafood trends report, ‘Oceans of Change: Seafood trends for 2024’, health and well-being are once again at the forefront of consumer prioritiesⁱ. More shoppers are actively seeking nutritious food options, with a growing emphasis on transparency and sustainability. Moreover, origin labelling is becoming a more important factor when shopping, with over half (62%) of UK whitefish consumers stating that seafood with clear origin labelling influences their choice of storesⁱⁱ. This trend underscores the opportunity to grow the seafood category through greater guidance, inspiration and celebration of origin to build consumer confidence and achieve an understanding for the value of seafood products.

Through a series of engaging content, recipes, and stories, the campaign will provide consumers with the tools to enjoy these wholesome whitefish more at home. The omni-channel campaign will reach millions across digital platforms and major national publications, offering a wealth of inspiration for delicious meals.

Bringing the campaign to life across retail-owned channels, “Explore” is offered to UK retailers to engage with consumers at the point of purchase; this year the initiative will be activated in Asda and Sainsbury’s nationwide, with a goal to illustrate the versatility of responsibly sourced Norwegian cod and haddock and the ease at which it can be prepared at home.

Victoria Braathen, UK director for the Norwegian Seafood Council comments: “The Explore campaign arrives at a time when consumers are increasingly mindful of their health and the sustainability of their food choices while at the same time looking for strong value propositions. Norwegian seafood is the perfect fit for consumers wanting healthy, sustainable and delicious meal options. We are excited to bring the story of Norwegian cod and haddock to UK consumers and encourage them to enjoy it at home.”

Continued Braathen: “By working closely with retailers and industry partners, we aim to highlight the importance of origin and provide the inspiration needed to boost consumer confidence in seafood. The Explore campaign is a celebration of world-class seafood and a call to UK consumers to discover the benefits of incorporating more seafood into their diets. We’re delighted to build on Explore’s momentum with UK retailers, championing Norwegian seafood and sustaining pride in this evolving category.”