Seafood from Norway

Fish Perfection

Challenge

Seafood from Norway wanted to reach more Swedish women with the ‘Fish Perfection’ campaign, change their perception of fish as boring and difficult to cook, and increase the use of Norwegian seafood in everyday cooking.

Insight

According to Aller Media’s She Report (a research study that focuses on understanding the behaviors, preferences, and interests of Swedish women) 44% of women aged 18-75 are motivated by trying new recipes, food cultures, and products. Women aged 18-29 find inspiration mainly on TikTok, those aged 30-45 use Instagram, while women aged 46-60 turn to recipe sites for ideas.

Solution

Through the 360-concept Fish Perfection, we inspired consumers to easily enhance their fish repertoire at home and encouraged them to incorporate Norwegian fish into their meals. In collaboration with three of our brands, we developed a campaign with two storytelling angles aimed at driving both awareness and deeper inspiration around Norwegian seafood.

One angle focused on the health benefits of Norwegian seafood, while the second, featuring two prominent profiles, inspired consumers with simple and innovative recipes using Norwegian seafood.

The campaign utilized formats such as Native video and Branded cooking episodes, as well as Native explainer videos for the health benefits. For broader reach and storytelling, we employed Native print, Native social media, and Native digital platforms, with additional reach through Display ads.