Norwegian Seafood Council by Bray Leino


The Challenge
Based in Tromsø, Norway and currently exporting to over 150 countries worldwide, the Norwegian Seafood Council (NSC) is the world’s largest seafood marketing body and Norway is the second largest seafood exporter after China.

Bray Leino has been tasked by the NSC to increase UK market share for Norwegian Cod from 8% to 10% and increase sales from £30.3million to £37.8 million, promote the provenance and sustainability of seafood from Norway, establish a Norge brand identity with a sustainability proposition and attract new consumers through awareness and trial, while ensuring compliance with UK and EU laws and advertising legislation.

The overall aim of our marketing campaign is to educate retailers and consumers that there is a positive and sustainable choice when it comes to enjoying seafood – including cod, haddock and prawns fished from cold, clear Norwegian waters.

Our Approach
Bray Leino are aware that Norway and its culture may not be familiar to UK trade and consumers and so the creative idea aims to distil the country’s essence, communicating the spirit of Norway and its intrinsic relationship with its coastline and sea.

Bray Leino developed the FISK.FøREVER campaign to represent all the wonderful things that can be said about Norwegian seafood: sustainability; taste, health; and is a simple rallying call to UK consumers.

Bray Leino have developed a two year integrated trade and consumer campaign which will promote the provenance and sustainability of Norwegian seafood to retailer, food service, hotel and catering sectors and that most British of institutions, the fish and chip shop.

Retail Initiative
Working with the trade and multiple retailers a key objective of the campaign is for seafood products from Norway to feature ‘Country of Origin - Norway’ on the label - so that consumers can identify these products in the retail environment.

A number of other tactics are already underway, including buyer meetings, a partnership with Mitch Tonks and a strategic PR campaign spanning hospitality, restaurants, catering, grocery, supply chain and specialist food service titles, as well as extensive consumer communications.

Fish & Chip Shop Campaign
Over half the UK population visit a chip shop at least once per month and the fryers are key purchasers of Norwegian Cod and Haddock. Chip shops are a key route to influencing the end consumer and the FISK.FøREVER campaign will drive awareness of the quality and provenance of Norwegian seafood to the fryer while raising awareness of the sustainability of Norwegian seafood with the great British public. The campaign will feature a POS campaign targeting 500 fish and chip shops, a heavy trade PR campaign and trade advertising. The sponsorship of the Fish and Chip Shop Awards will provide an opportunity to educate of trade and retailers about Norway’s responsible fishing practices and sustainable seafood.

Advertising Campaign
Year one of the campaign will primarily focus on trade advertising in key sectors: Retail, HoReCa, Supply Chain and Fish trade. Year two will see the balance shift to a consumer focused campaign promoting provenance and sustainability with the aim that consumers will ask for Norwegian seafood when eating out and doing their weekly shop.

PR & Social Media
Advocacy is at the core of the PR campaign and over the course of the campaign Bray Leino – on behalf of the NSC - will forge partnerships with like-minded organisations that wish to promote the benefits of sustainable fishing practices to UK trade and consumers.

Bray Leino will also communicate the campaign’s key messages of provenance and sustainability to key influencers within trade and consumer media. This will be done through a series of press trips, strategic partnerships, sponsorship, film, photography and media relations.

Seasonal story calendars, issues management, news generation, recipe placement, brand ambassadors and the creation of the NSC Facebook page will all play a part.

The Results
Only five months into the campaign and we’ve secured extensive trade coverage and the first brand ambassador – chef Mitch Tonks, who will front the consumer campaign in 2012.

With a film, advocacy campaign, digital programme, PR and advertising all launching in 2012, Norwegian seafood will be the most interesting and engaging seafood campaign in the UK.

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