“Fish sticks, fish gratin, and breaded cod. Usually, the fish repertoire at home is not particularly varied. And perhaps not particularly tasty either. But cooking fish dishes at home that are just as good as those served in restaurants doesn’t have to be that difficult.”
Seafood from Norway is the official representative of the Norwegian seafood industry and represents the entire Norwegian fish and shellfish industry. Its mission is to strengthen the brand internationally, increase demand, and explain why Norwegian fish stands for high quality, sustainability, and safety.
Many consumers perceive fish as difficult or time-consuming to prepare. This creates a barrier in everyday life, while competition among protein sources in the food market is strong. They need to differentiate their products by explaining what is unique about them and also inspire simple, enjoyable cooking.
Health and sustainability are certainly something consumers are looking for, but knowledge about Norwegian fish and shellfish is often limited. In other words, the challenge lies in both educating and inspiring – and positioning fish and shellfish from Norway as the first choice in everyday cooking.
We started from the insight that the target group wants food that is simple and quick to prepare, while at the same time it is important to have good ingredients and healthy food.
TARGET GROUP
Women aged 30-55 with families.
The goal of the campaign was to increase Swedish consumers’ awareness and preference for Norwegian fish and shellfish. We did this by changing the image of fish as boring and difficult to cook. The solution was to highlight the quality and health benefits while inspiring enjoyable and easy everyday cooking. With insights into the target group’s needs, we built a year-long storytelling campaign that wove together taste, culture, health, and creativity.
To make the message clear and relevant in several dimensions, we chose three editorial environments, each with its own unique role:
ELLE Mat & Vin to highlight inspiring and innovative cooking.
MåBra to convey the strong health benefits of Norwegian fish.
Recept.se to reach a wide audience with easily accessible recipes that lower the threshold in everyday life.
Together, they gave the campaign breadth, depth, and credibility.
The cross-channel strategy was crucial to reaching a wide audience with tailored content on the various platforms. For example, videos were created for the website and social media featuring food personality Jimmy Guo and inspiring, dynamic cooking, which were then supplemented with recipe articles in digital and print formats. This created a dynamic campaign that provided broad reach tailored to each platform.
We worked consistently with native articles on various platforms: digital, video, print and social media. We also created engaging content that we tailored to the brand title.
Jimmy Guo drew extra attention to the campaign through his innovative cooking. His personal touch and Chinese food influences gave the campaign authenticity and showed how Norwegian fish and shellfish can be integrated into different food cultures.
Together, this created a campaign that both educated and engaged. The strategy provided a holistic experience where storytelling, through combined inspiration and knowledge via different brands and contexts, drove each other. The impact measurements clearly showed that we reached the right target group, increased awareness, and strenghtened interest in Norwegian seafood as a natural, sustainable, and inspiring choice in the kitchen.
Fish sticks, fish gratin, and breaded cod. Usually, the fish repertoire at home is not particularly varied. And perhaps not particularly tasty either. But cooking fish dishes at home that are just as good as those served in restaurants doesn’t have to be that difficult. It’s time to put fish back on the dinner menu! We do this by inspiring people to create new flavor combinations using simple methods, while also higlighting the specific health benefits of Norwegian fish.
The creative concept Fish Perfection is based on educating, inspiring, and engaging by showing how Norwegian seafood can transform everyday into something simple and irresistible, and provide an understanding of the health benefits of Norwegian fish.