Seafood from Norway relaunches campaign to get more seafood in Brits’ shopping baskets

A photo of a dish containing baked Norwegian cod and cherry tomato orzo
Some of the dishes Seafood from Norway are encouraging U.K. consumers to make at home include a baked Norwegian cod and cherry tomato orzo | Photo courtesy of Seafood from Norway
4 Min

Marketing group Seafood from Norway has relaunched its “Explore” campaign, aimed at inspiring consumers in the U.K. to buy and consume more Norwegian seafood. 

Running through November 2024 and backed by U.K. retailers Asda and Sainsbury’s, the omni-channel marketing initiative is intended to showcase the versatility and ease of cooking Norwegian-caught fish, particularly cod and haddock.

According to the Norwegian Seafood Council (NSC), the campaign taps into growing consumer demand for healthier, more sustainable food options, as highlighted in the Norwegian Ministry of Trade, Industry, and Fisheries’ recent “Oceans of Change: Seafood trends from 2024” report.

According to the report, health and well-being are at the forefront of consumer priorities, with more shoppers actively seeking nutritious, transparent, traceable, and sustainable food options.

NSC said this trend presents the industry with an opportunity to grow the seafood category through greater emphasis on origin, which the Explore campaign is heavily emphasizing.

“Researchers asked consumers to state whether a range of different factors were relevant or irrelevant in how they choose where to shop. At least half of consumers across the board said that clearly marked country of origin was relevant to their decision-making, with highs of over 80 percent in some markets,” the report said.

Spread across digital platforms and national publications, Explore will look to engage consumers at the point of purchase, with both Asda and Sainsbury’s featuring clear materials that demonstrate ways in which consumers can prepare Norwegian cod and haddock at home.

NSC U.K. Director Victoria Braathen said these recent consumer trends present the council with an ideal time to expand the Explore campaign.

“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 U.K. consumers and encourage them to enjoy it at home,” she said. “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.”

According to thereport, which tracked the buying behavior of around 18,000 consumers across some 17 different countries, the global seafood market is projected to reach a value of almost USD 605.5 billion (EUR 547.9 billion) by 2029 and achieve a compound annual growth rate of 8.92 percent from 2022 to 2029.

NSC CEO Christian Chramer said the megatrends affecting seafood are health, convenience, indulgence, and country of origin and Explore complements all of these trends.


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