The Norwegian Seafood Council (NSC) has relaunched its ‘Explore’ campaign, aiming to inspire UK consumers to expand their seafood choices.
Running from September to November in Asda and Sainsbury’s, the campaign features recipes and tips for cooking everyday meals using Norwegian seafood, particularly cod and haddock.
Following NSC’s recent partnership with Norwegian football star Erling Haaland, the campaign emphasises the role of Norwegian seafood in a healthy, balanced diet, similar to that of the athlete’s.
“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,” explained Victoria Braathen, UK director for the Norwegian Seafood Council.
“Norwegian seafood is the perfect fit for consumers wanting healthy, sustainable and delicious meal options.”
NSC’s 2024 report, ‘Oceans of Change: Seafood Trends’, highlights growing consumer interest in health, well-being and sustainability, with a focus on clear origin labelling, which 62% of UK whitefish consumers consider a key factor in their shopping decisions.
“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,” said Braathen.
The campaign will be delivered through a series of digital platforms, national publications and in-store content, offering consumers engaging stories, recipes and inspiration to cook more seafood at home.
