Norway looking to get more whitefish on British tables
The Norwegian Seafood Council has launched an advertising campaign to get Brits eating more seafood.
The Explore campaign from Seafood from Norway champions sustainable seafood with inspiring recipes for Norwegian cod and haddock that can easily be followed in the home.
“This is an exciting national campaign to educate and inspire on the potential of whitefish, and following encouraging pre-tests, we expect it to resonate well with UK consumers,” said Victoria Braathen, UK director for the Norwegian Seafood Council.
“What we believe is needed, both to retain and grow the category, is greater guidance, inspiration and celebration of origin to build consumer confidence and achieve understanding for the value of seafood products.”
According to Defra, most Brits are only eating around half the amount of seafood recommended by health professionals but research from consumer trend analyst, Kantar, suggests a growing number is interested in choosing healthier options.
The SFN campaign aims to reach more than 30 million consumers through a combination of high-profile advertising across London and targeted social media.
Supermarkets Waitrose, Asda and Sainsbury’s will also feature advertising at point of sale with recipe tips and suggestions.
