The campaign is designed to position Seafood from Norway, as a key component of an active and healthy lifestyle. Several campaign elements support this messaging:

• Partnership with Erling Haaland, one of the world's most recognizable athletes
• Norwegian salmon being served at the Norwegian National Team Base Camp
• Youth soccer camp collaboration between the Gjøa Soccer Camp in Brooklyn and TINE, the Norwegian Football Federation (NFF) featuring Norwegian smoked salmon being served to participants. This initiative is also part of a broader effort by the Norwegian Seafood Council in the U.S., highlighting Seafood from Norway as a premium country of origin commodity. The cold, clear waters in Norway provide perfect conditions for Norwegian salmon to grow slowly, develop a firm texture and a delicious taste. Combined with Norway's expertise in aquaculture, they have the perfect conditions to responsibly produce safe, healthy and delicious salmon.

In a crowded media marketplace for food products, what unique promotional value does NSC's ongoing partnership with soccer star Erling Haaland bring?

Haaland is one of the most recognizable athletes in the world and Norway's most famous contemporary sports figure. His involvement creates an authentic connection between Norway and Norwegian seafood. This allows the Norwegian Seafood Council to participate in broader conversations about food quality rather than simply seafood consumption.

The partnership is particularly valuable because it connects a trusted Norwegian ambassador whose personal brand is built on excellence, performance and discipline. As consumers increasingly seek transparency about where their food comes from, Haaland helps reinforce the importance of country of origin and the unique attributes associated with Seafood from Norway.

With soccer’s growing popularity in the US , Haaland provides relevance to a cultural moment that extends well beyond food media. This helps Seafood from Norway stand out from more traditional commodity marketing efforts elevating awareness not only of its nutritional benefits but also of its premium quality and the expertise behind its production.

What US market demographics are strong purchasers of Norwegian seafood products?

In the US market, Salmon from Norway has strong appeal among higher-income consumers, especially older Millennials, younger Gen Xers and empty nesters, who typically place a strong emphasis on health and conscious eating. They frequently shop at premium and wellness-oriented retailers.

At the same time, Salmon from Norway’s broad appeal extends well beyond this core audience. Its versatility, great taste and nutritional benefits make it a popular choice for a wide range of consumers and meal occasions, from everyday family dinners to health-focused and active lifestyles.

Given concerns about rising food prices, what value proposition does Seafood from Norway offer consumers?

Salmon from Norway provides a high-quality source of protein, omega-3 fatty acids, vitamins and minerals in a single serving. Seafood from Norway is as a versatile ingredient across multiple meal occasions, helping consumers prepare nutritious everyday meals at home. Consumers increasingly seek foods that deliver both taste and nutritional benefits, making Seafood from Norway a strong value proposition beyond simple price comparisons.