The Norwegian Seafood Council (NSC) has launched a large-scale media campaign in France this November and December, aiming to position Norwegian salmon as a festive staple on French tables.
The campaign kicks off with TV sponsorships on TF1, France’s largest channel. Additionally, renowned chef Cyril Lignac will showcase Norwegian salmon in the cooking show ‘Tous en Cuisine’.
“This is a great way to show how salmon fits into any setting, while also sharing why Norwegian salmon is the very best,” said country director in France, Sigrid Louise Philippart.
Highlighting the versatility of Norwegian salmon, the NSC has also partnered with three French magazines and influencers to create unique salmon recipes, demonstrating how easy it is to incorporate the fish into various festive meals.
Alongside TV and print, the campaign will extend to social media platforms, including Facebook, Instagram and Pinterest, with a special focus on French holiday traditions.
An online video campaign will also run on prominent French websites, and in week 49, digital screens in French supermarkets will display Norwegian salmon promotions.
In a move towards sustainability, the NSC is working on an eco-responsible campaign to reduce the carbon footprint of media buying.
The campaign is also tailored to target specific groups, including those who enjoy the festive French apéro tradition, with consumer insights guiding these choices.
“The apéro is a very convivial, easy and flexible happening, which goes perfectly with our versatile and tasty Norwegian salmon,” concluded Philippart.
