Seafood from Norway
Sea-To-Table Restaurant Week NYC 2024
Restaurants are essential product trial environments that can drive consumer awareness and preference. Seafood from Norway saw an opportunity to capitalize on the underrepresentation of seafood promotions in foodservice by partnering with prominent local chefs to highlight product quality and versatility in a 2-week promotion.
Insight
Restaurants are an underused venue to promote seafood trial, particularly for consumers uncomfortable cooking fish at home.
Opportunity exists to promote seafood at point of trial in restaurants by local trusted chef experts. Restaurants can differentiate themselves in a hyper competitive industry by featuring provenance of premium sustainable products on menus, like Seafood from Norway, through turn-key promotions that drive incremental traffic.
Idea
Develop a restaurant promotion featuring salmon, cod, and shellfish from Norway, designed to drive consumer trial, preference and awareness of the SFN origin.
Leverage integrated campaign to drive consumer awareness and excitement in NYC market via social media, influencer and top tier culinary media partnerships, and a promotional landing page.
Impact
2,500+ featured dishes sold at 13 partner restaurants during a 2-week period. Promotional support generated +3.1M digital impressions and +128% social media activity.
+50% of participating locations kept a featured dish on menus beyond promo dates and 4 participating chefs continued as brand ambassadors.
Results
+50%
of restaurants continued serving featured dish after promotion ended
+3.1M
digital impressions from integrated campaign promotion
5 & 3
Michelin listed & NY Times Best locations participated in promotion, respectively
Awards
- PRSA Silver Anvil Award
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