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NSC campaign looks to boost whitefish consumption

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NSC whitefish campaign

The Norwegian Seafood Council (NSC) has launched a new consumer campaign to get more whitefish onto UK dining tables.

Called Explore, the initiative from Seafood from Norway plans to excite the tastebuds of UK consumers and expand their seafood repertoire with inspirational ways to cook with Norwegian cod and haddock at home.

The recipe-focused campaign is predicted to reach over 30 million consumers with activity planned across a multitude of channels between now and the middle of November. This includes OOH high traffic advertising across London, strategic paid-for digital media, and home-cook influencer content.

In addition, instore activity will take place in Asda, Waitrose and Sainsbury’s to showcase how easy it is to prepare Norwegian cod and haddock at home.

The campaign aims to tackle the main barriers that are believed to hold back seafood consumption, including low confidence in seafood handling and a lack of recipe inspiration.

Victoria Braathen, UK director for the Norwegian Seafood Council, comments: “This is an exciting national campaign to educate and inspire on the potential of whitefish, and following encouraging pre-tests, we expect it to resonate well with UK consumers.

“It’s no secret that the market is continuing to face challenging times but looking at the bigger picture, seafood is well-aligned to consumer megatrends; it is the perfect fit for consumers wanting healthy, sustainable and delicious meal options.

“What we believe is needed, both to retain and grow the category, is greater guidance, inspiration and celebration of origin to build consumer confidence and achieve understanding for the value of seafood products.”

For more information about the Explore campaign, visit here.

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