Norwegian Seafood Council pitches provenance at UK shoppers via Asda, M&S campaign

Cod and haddock caught and supplied by Norway’s fishing fleet is featuring in two new U.K. retail promotions organized in part by the Norwegian Seafood Council (NSC).

Collaborative campaigns showcasing the provenance and sustainability of Norwegian whitefish to customers at Asda and Marks & Spencer (M&S) went live in Q4 2022. The NSC/Asda campaign is a digital activation across its website, while its drive with M&S uses customer-focused publishing.

For both campaigns, the messaging focus underpinned provenance and sustainability, with the aim of building awareness for Norway as a whitefish-producing nation and, ultimately, increase the preference for its cod and haddock in U.K. retail, the NSC told SeafoodSource.  

 “By working together with the retail industry, we hope to educate U.K. consumers over the importance for sustainable produce – for the good of their health and the planet," NSC U.K. Director Victoria Braathen said,

According to research conducted by Tromsø, Norway-headquartered NSC, sustainable fish is important to 87 percent of U.K. consumers. It found there has been a “notable change” in eating habits over the past two years, with the number of meals eaten at home remaining elevated when compared to the pre-pandemic average.

This trend, it said, has been growing as the cost-of-living constraints deepen, while the pandemic has increased people’s health focus – also underscoring the importance to showcase seafood provenance and the value of sustainably sourced proteins.

“When choosing seafood from Norway, consumers get a delicious, wholesome protein from a country that takes great pride in its fishing methods and heritage, delivering both quality and sustainability credentials. Entering the new year, we look forward to continuing joint marketing efforts and supporting the sustainable seafood category,” Braathen said.

NSC’s activities are financed by the Norwegian seafood industry via tariffs on exports. 

Photo courtesy of Grigorev Mikhail/Shutterstock