The Norwegian Seafood Council (NSC) has launched a new phase of its global marketing partnership with football star Erling Haaland, building on strong international results from last year’s “Seafood from Norway” campaigns.
The 2025 campaign places a stronger spotlight on Norwegian salmon, highlighting its role in healthy nutrition, athletic performance, and its shared Norwegian origin with Haaland himself.
“A healthy diet is very important for both performance and recovery,” Haaland said in connection with the launch. “Safe to say, that is why Norwegian seafood is such a big part of my diet.”
According to the NSC, this year’s marketing push moves beyond generic product promotion to focus on Haaland’s personal connection to Norwegian seafood and the country’s maritime heritage.
“We want to strengthen the connection between consumers and Norwegian salmon, associating it with Haaland’s strength, discipline, and love for seafood,” said Guro Lund, NSC’s Marketing Manager for Salmon.
New video campaigns will also showcase Norwegian nature and fishing communities, including visuals filmed at the iconic football pitch in Henningsvær, surrounded by mountains and sea.
Marketing Director Camilla Beck said the expanded collaboration builds on proven success: “Haaland’s dedication to health and nutrition makes him a perfect ambassador for our work. His story helps demonstrate how Norwegian seafood supports a healthy lifestyle — with authenticity and credibility.”
NSC reported that its 2024 Haaland campaigns performed strongly in key seafood markets, including Portugal and South Korea.
In Portugal, the campaign achieved particularly high visibility among consumers aged 36–45, with strong positive associations between Haaland, Norway, and quality seafood.
In South Korea – the first market to feature Haaland as a seafood ambassador – the campaigns sparked a major boost in awareness.
“Surveys show that more Korean consumers now associate Haaland and seafood with Norway,” said Ingebjørg Hjortdahl, NSC Manager in South Korea. “Retailers and partners have all expressed interest in joining similar campaigns going forward.”
