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 Padilla and prominent local chefs to highlight product quality and versatility in a 2-week promotion.
Insight
Restaurants are an underused venue to promote seafood trials, 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 (SFN), through turn-key promotions that drive incremental traffic.
Idea
We developed Sea-to-Table Restaurant Week, a collaboration with renowned NYC restaurants that inspired dishes featuring salmon, cod, and shellfish from Norway, designed to drive consumer trial, preference and awareness of Norwegian seafood.
We leveraged an integrated campaign to increase consumer awareness and excitement in the NYC market via social media, influencer and top-tier culinary media partnerships, and a promotional landing page.
Impact
More than 2,500 featured dishes were sold across 13 partner restaurants during a 2-week period. Promotional support generated +3.1M digital impressions and +128% social media activity.
More than 50% of participating restaurants kept a featured dish on their menus beyond the promotion dates and four participating chefs continued as SFN 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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