Initiated by the Norwegian Seafood Council, "Norwegian Salmon – the Original Salmon Sashimi" officially went live in mid-September. This campaign takes a comprehensive "online + offline" approach, spanning digital platforms such as Meituan, REDnote, and WeChat, while partnering with leading fresh-cut salmon brands JINGZHE, JORJEL, and WECOOK (listed alphabetically). By integrating online channels with offline store experiences, Norwegian salmon is reaching more Chinese consumers.
Building Trust in Provenance
through Multi-Touchpoint Partnerships
In collaboration with channel partners JINGZHE, JORJEL, and WECOOK, the Norwegian Seafood Council is leveraging food delivery platforms to engage consumers directly, leveraging the platforms' advantage of direct consumer reach, effectively enhancing consumers' recognition of the value of Norwegian origin.
Norwegian salmon has expanded its brand presence into channel partners' Douyin livestreams to ensure that every viewer experiences Norway's provenance advantage as the "Origin of Salmon Sashimi" deepening public awareness and recognition of Norway as salmon's origin.
Additionally, customized delivery bags, in-box leaflets, and in-store displays provided by channel partners extend the perception of Norwegian salmon's premium quality from online touchpoints to offline consumption terminals.
Expanding the Digital Communication
Matrix to Maximize Brand Exposure
The Norwegian Seafood Council partnered with Meituan, REDnote, and WeChat to expand its digital reach through targeted campaigns and creative storytelling.
Meituan launched a splash-screen ad for Norwegian salmon, providing high-traffic exposure to highlight the "Origin of Salmon Sashimi" brand story. Meanwhile, the Norwegian Seafood Council has invited influencers to share the story behind salmon sashimi through educational content focused on its origin.
WeChat ads showcase Norway's story of bringing ready-to-eat salmon to the world, leaving a lasting brand impression. In the 1980s, Norway first introduced Atlantic salmon for raw consumption to the international market. Today, Norway remains the world's largest producer of Atlantic salmon, accounting for over half of the global output and maintaining its leading position in the industry.
The "Norwegian Salmon – The Origin of Salmon Sashimi" campaign not only strengthens Chinese consumers' trust in Norwegian provenance but also deepens recognition of Norway as the birthplace of salmon sashimi. In the future, Norwegian Seafood Council will continue to cultivate the Chinese market, partnering to bring more of Norway's deep-sea delicacies to local consumers.
