The Norwegian Seafood Council (NSC) has relaunched its "Explore" campaign in the UK to promote Norwegian cod and haddock as healthy, sustainable seafood options.

The campaign aims to encourage more seafood consumption by showcasing easy recipes and the versatility of mild whitefish. It follows the NSC announcing a partnership with Norwegian footballer Erling Haaland to serve as an ambassador for its seafood.

Credit: NSC

NSC said health and sustainability are top priorities for modern consumers. The council's recent report, "Oceans of Change: Seafood trends for 2024," found shoppers want nutritious, eco-friendly seafood options with clear origin labeling.

The Explore campaign includes digital content, national publications, and in-store promotion with major UK retailers Asda and J. Sainsbury.

"The Explore campaign arrives at a time when consumers are increasingly mindful of their health and the sustainability of their food choices while at the same time looking for strong value propositions," said NSC UK director Victoria Braathen. "We aim to highlight the importance of origin and provide the inspiration needed to boost consumer confidence in seafood."

The goal is to showcase the versatility of Norwegian cod and haddock while illustrating the species can be easily prepared at home.

The campaign will run from September to November.