In March, it became known that Norway's Seafood Council has signed a cooperation agreement with Erling Haaland. Now the first big campaign is underway.
Norwegian Seafood Council.
The Norwegian Seafood Council has this month officially rolled out its first major campaign featuring football superstar Erling Braut Haaland, in a 2.5-year collaboration first announced in March 2024.
The campaign, which launched on September 12, is aimed at boosting the visibility of Norwegian seafood, particularly salmon and mackerel, in the South Korean market. The marketing campaign is being undertaken in collaboration with several South Korean grocery chains, including Homeplus, E-Mart, and Lotte Mart, as well as exporters like SalMar, one of Norway's leading salmon producers.
"Ever since we announced the agreement with Erling Braut Haaland, we have had a close dialogue with the exporters. We are proud to announce that we are now in the process of using our superstar in the marketing of Norwegian seafood internationally. Among other things, we do this together with SalMar, which is the first company to join the collaboration," said Norwegian Seafood Council CEO, Christian Chramer.
South Korea was selected as the launch market for the campaign due to the high level of awareness and admiration for Erling Haaland in the country. According to the Norwegian Seafood Council’s market research, Haaland enjoys significant recognition in South Korea, making it a strategic choice for this first rollout.
On September 12, the new campaign featuring Erling Haaland was launched in South Korea. It will soon be visible in hypermarkets such as Homeplus, E-Mart and Lotte Mart, in addition to various online channels.
The campaign features a highly interactive component aimed at engaging South Korean consumers, according to the Seafood Council.
Shoppers who purchase Norwegian salmon or mackerel will find a Haaland-branded sticker with a QR code on the packaging. By scanning the code and answering a question, customers can enter a competition with the chance to win exclusive Norway-themed prizes.
These include a trip to Norway for two people, three Norwegian national team jerseys signed by Haaland, 40 footballs featuring Haaland's signature alongside the "Seafood from Norway" logo, and Norwegian salmon and mackerel products.
This interactive element is designed to strengthen the connection between South Korean consumers and Norway's seafood products, while also drawing on Haaland's global appeal, the Norwegian Seafood Council said.
The partnership between the Norwegian Seafood Council and Haaland formally began in April, in addition to a separate deal struck with Norway’s two national football teams, both women and men.
"Seafood has been a part of my upbringing and my diet growing up. Norwegian seafood, the world’s best, still has a natural place in my life. The Norwegian Seafood Council does a tremendous job showcasing knowledge and inspiration about tasty, healthy, and sustainable seafood globally and back home in Norway. It was only natural for me to enter this partnership," Haaland said at the time.
Looking ahead, the Seafood Council plans to expand the Haaland campaign to other global markets, with high expectations for its continued success.
"We are looking forward to launching several more Haaland campaigns in different regions in the near future," added Chramer.