FDBusiness.com

A new sponsorship deal that will see the Norwegian Seafood Council promoted on the Good Food Channel throughout 2015 has commenced. This is the first time the organisaiton will appear on British televisions, aiming to increase the number of people adding seafood to their shopping baskets and generally boosting the seafood category.

This will in turn drive demand for Norwegian seafood, as one of the UK’s largest seafood suppliers.

The activity, devised and delivered by the creative communications agency Bray Leino, kicks off with four new idents portraying Norwegian seasonal whitefish and salmon.

The sponsorship will feature within Good Food titles such as Masterchef – The Professionals, Rachel Allen, The Hairy Bikers, River Cottage, Rick Stein (various), Man vs Food, and more within the Good Food Channel portfolio.

Bray Leino chief executive Kate Cox says: “We’ve been working with NSC since 2010, doing lots of exciting PR and retail activity to drive awareness of the NSC brand and promote the benefits of having healthy, sustainable fish products on the weekly shopping list. This first foray onto TV is a big step for NSC and will form a great backbone to the 2015 campaign, which aims to further build awareness, recognition and trust in the NSC brand.”

Jack-Robert Møller, UK director of the NSC, says: “This is a hugely exciting step for the NSC. For the very first time in the UK, we are using TV to encourage more people to cook the seafood we are so passionate about for themselves and their families at home. Ultimately the activity will see more shoppers choosing to buy fish as part of their weekly shop, which is a sustainable, as well as a healthy and delicious choice.”