Seafood from Norway
Sea-To-Table Restaurant Week 2025
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Norwegian seafood was plentiful, but U.S. diners often defaulted to familiar proteins and chefs were hesitant to add new items to their menu. To grow consumer confidence for Norwegian seafood, Padilla was enlisted to make an even bigger splash with Sea-to-Table Restaurant Week (STTW) 2025 compared to its inaugural year.
Insight
Research revealed that U.S. diners are most willing to try premium seafood in restaurants, which makes them an effective channel to build awareness, encourage trial and drive preference.
Seafood from Norway’s data identified the Northeast U.S. region as a focus area because it boasts the most expansive and consistently available seafood products and a vast array of restaurants and influential chefs.
Idea
Our STTW program introduced diners to Norwegian seafood through approachable, chef-driven formats.
We recruited influential and creative chefs in New York and Philadelphia to debut dishes that showcased Norwegian seafood in approachable yet aspirational ways.
Partnering with culinary influencers, hyper-local media and national food platforms maximized visibility and built trust with diners.
Impact
By weaving together restaurant partnerships and a robust promotional framework, STTW created demand and consumer preference for Norwegian seafood.
The relationships forged with chefs and restaurants established loyalty and positioned Seafood from Norway as a trusted partner in culinary innovation in the Northeast market.
Results
+3,300
dishes sold during the two-week promotion (33% increase)
82%
of restaurants kept dishes on menus past promotion
17
restaurants participated, including Michelin-listed, and New York Times Top 100
Awards
- PRovoke In2SABRE North America: Certificate of Excellence
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