Insight
When it comes to proteins, it’s no longer enough to just be healthy. U.S. consumers are demanding more sustainable options and detailed information on origin in their grocery store aisles. Meanwhile, Norway’s seafood industry is a world leader in responsible farming and aquaculture practices, through rigorous standards, and thoughtful care for ocean health—all refined through centuries of tradition.
Since most American consumers are still learning about the sustainability, health factors and quality of Seafood from Norway products, the Norwegian Seafood Council partnered with Padilla to help retailers in key markets across the U.S. better communicate SfN benefits to everyday shoppers.
Idea
The right campaign would increase sales and brand awareness through impactful educational elements. Success would only come from supporting retailers communicating Seafood of Norway’s sustainable and healthy options offered, and empower retailers with tools to sell more. Padilla, together with the Norwegian Seafood Council, created an omni-channel campaign that included custom in-store signage, newsletters, banners, usage ideas and events. We integrated these retail partnerships across digital advertising, social media, and Connected TV, along with geotargeted display ads to amplify in-store activities and digital components for maximum impact.
Impact
In the last six months, Padilla and the Norwegian Seafood Council partnered with major retailers in the Northeast market such as Eataly, Fresh Direct and others, resulting in:
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