Mowi campaign promotes salmon value deal at Tesco

Fresh off a successful television campaign and Next Level Chef sponsorship, Mowi has launched a new TV campaign in the U.K. to promote the value of its farmed salmon, along with a new product launching in Tesco stores.

Bergen, Norway-based Mowi unveiled a new deal in 800 Tesco stores: four chef’s cut restaurant-style Mowi Scottish salmon fillets for “a great introductory offer" at GBP 8.00 (USD 9.80, EUR 9.27). The deal is available for a limited time.

Mowi Consumer Products UK Marketing Manager Jo Nola told SeafoodSource it is important for Mowi to offer discounts and promotions because, while inflation is coming down, consumers are still feeling numerous economic burdens.

“The U.K. consumer has been suffering a cost-of-living crisis over the last year, where food and oil inflation has also come with major hikes in mortgage rates. This squeezes many consumers to reduce their discretionary spend in order to literally keep a roof over their heads, food on a plate and warmth in their homes,” Nola said.

As a result, Britons are eating out at restaurants less often and spent 13 percent less on eating out in the second quarter of 2023 than they did in Q1 2023, according to a Deloitte survey.

However, when eating at home, consumers “still want to have some indulgence and entertainment,” Nola said.

“We aim to inspire consumers to eat salmon and share it with their family and friends; salmon is very popular, versatile and easy to prepare and serve when there’s a few of you,” Nola said.

Dining in is “set to remain the new dining out for some time to come,” Mowi Consumer Products Head of Sales James Cowan said in the release. “The great value four pack of Mowi Scottish salmon fillets is an opportunity for people to invite friends or family around for a guaranteed stunning homecooked meal.”

Mowi’s corresponding primetime TV campaign dubbed “Lingo” will further raise awareness of Mowi and showcase some of the way friends and family can enjoy its salmon, the company said. The advertisements showcase the Mowi range, including its new Bistro products, launched in April 2023.

“The advert aims to drive awareness and consideration of the Mowi brand and shows our restaurant-style fillets and rich smoked slices in a mouthwatering way,” Nola said.

The TV campaign will be complemented with video on demand advertising on ITVX, All4 and Sky through the end of the year. The spots target shoppers at Tesco, Sainsburys, Asda, and Ocado.

The national campaign follows the brand’s successful sponsorship of Gordon Ramsay’s Next Level Chef, which will aired on ITV and ITVX from 11 January through 1 March.

Photo courtesy of Mowi