Norway to push country of origin in UK
The Norwegian Seafood Export Council (NSEC) is ramping up its marketing in the United Kingdom, launching a campaign to promote the provenance and sustainability of Norwegian seafood to the retailer, foodservice, hotel and catering sectors, in addition to fish-and-chip shops.
Dubbed FISK.FøREVER, the two-year campaign sets out to familiarize British buyers, and consumers, with Norway’s commitment to quality and sustainable fishing and farming, largely through country-of-origin labeling on all fresh and frozen Norwegian seafood products sold in the UK market.
“We feel that the time is right to raise awareness of this in the UK. The aim of our UK marketing campaign is to educate the fish trade and consumers that there is a positive and sustainable choice when it comes to enjoying seafood, including cod and haddock fished from Norwegian waters,” said NSEC Director Johan Kvalheim.
“We believe that the best seafood in the world comes from Norway and choosing Norwegian means that people can enjoy cod, haddock, prawns and other seafood favorites with a clear conscience,” he added. “We want to encourage people to go out and ask for guilt-free Norwegian cod.”
The campaign will feature a film, digital programing, advertising and PR, all launching this year.