The Norwegian Seafood Council (NSC) is launching a national consumer marketing campaign in US markets this summer to increase awareness of seafood from Norway during the 2026 FIFA World Cup. The integrated campaign anchored by a national digital media buy will extend premium Norwegian seafood messaging to consumers across the country. 

The campaign reflects NSC’s continued investment in the US seafood industry to build consumer awareness and consideration through culturally relevant, consumer-facing marketing. As retailers, restaurants and suppliers look for new ways to engage shoppers and diners, the campaign positions seafood from Norway at the intersection of health, sports, food culture and shared dining experiences. 

According to NSC’s annual seafood consumer survey, three in four consumers say origin is important when choosing seafood, while three in five are willing to pay a premium for seafood with clear origin labeling. The campaign is designed to reinforce that origin story while showing how seafood from Norway fits naturally into everyday eating occasions. 

“This summer presents a major opportunity to connect seafood from Norway with moments bringing consumers together, whether they are watching soccer, dining out or looking for high-quality proteins that support an active lifestyle,” said Karine Rød Haraldsson, director USA, Norwegian Seafood Council. “For retailers, restaurants and seafood suppliers, there is increasing value in showing consumers not only where their seafood comes from, but also how it fits into the way they live.” 

The national campaign builds on NSC’s ongoing partnership with Erling Haaland, one of the world’s bigger soccer stars, and highlights the role seafood from Norway plays in performance-focused nutrition. Digital campaign creative featuring Haaland will run across the US, with large-scale campaign placements appearing in New York City’s Times Square on June 22. 

Norwegian seafood exporters will also play a major role in supporting Haaland and Norway’s national soccer team ahead of scheduled matches by supplying seafood from Norway to the team’s training facility in North Carolina. Together with Tine and the Norwegian Football Federation, NSC is also supporting community youth soccer programming in Brooklyn, N.Y., as part of the Gjøa Soccer Summer Camps. NSC said both partnerships reinforce that quality nutrition helps athletes perform at their best, from elite professionals to the next generation of players. 

The campaign will also extend into foodservice through a collaboration with Kabin, a Scandinavian-inspired New York City restaurant, which will feature limited-time Salmon from Norway dishes throughout June and July.  For restaurant and hospitality audiences, the activation provides a timely example of how operators can integrate premium seafood into culturally driven dining occasions. 

The US remains a priority market for the Norwegian Seafood Council, which continues to invest in campaigns that strengthen awareness, preference and demand for Seafood from Norway among American consumers. 

Source: Norwegian Seafood Council