Mowi’s creative marketing campaign contributes to doubling of UK sales

Mowi has doubled its sales in the U.K. over the past year, and has launched a new marketing campaign to continue building its national profile.

The Bergen, Norway-based salmon company recently announced its sponsorship of chef and TV personality Gordon Ramsay’s new competitive cooking show , Next Level Chef, which will air on ITV and ITVX from 11 January through 1 March.

By partnering with a primetime week night TV program, Mowi is investing in its brand-building efforts for its Scottish salmon. The show will feature Mowi’s fish and will encourage viewers to cook with Scottish salmon, Mowi said in a press release. *Its fish is not included in the program since it was already filmed, so the deal only includes sponsorship.

“Mowi is perfect to create restaurant-worthy meals, being the best of the best of Scottish salmon, prepared for beautiful presentation and ease of cooking. We hope that consumers will be inspired to try something new during these winter months,” Mowi Consumer Products U.K. Head of Sales James Cowan told SeafoodSource.

Cowan said he expects Next Level Chef to reach “a very wide audience every week.” Despite “times being tough” for Britons due to record grocery inflation and high energy costs, Cowan said he believes the sponsorship will pay off.

“Mowi continues to invest to inspire consumers and generate the desire to eat salmon. Many consumers will be cutting back on expenditure such as eating out so partnering with Next Level Chef places Mowi Scottish salmon in consideration for a special meal at home,” Cowan said.

Mowi’s decision to sponsor the TV program aligns with the supplier’s goal, set in 2021, to drive “brand awareness and positioning as a premium-quality Scottish Salmon brand in the country,” Cowan said. The sponsorship offer from ITV came at an opportune time, Cowan said, as the show was recorded in U.K. after the first successful airing in US in 2022, according to Cowan.

The competition takes place on a three-story skyscraper, made up of three unique kitchen spaces, and sports 12 contestants showing their talent and ingenuity each week to avoid elimination. The contestants are a mix of talented home cooks, social media stars, and professional chefs – each battling to work with the best ingredients and fighting to cook in the luxury top level kitchen each week.

The winner will be awarded GBP 100,000 (USD 120,000, EUR 120,000) plus a 12-month mentorship with Ramsay and fellow mentors Paul Ainsworth and Nyesha Arrington.

Mowi has invested more than ... 

Photo courtesy of Mowi