HEALTH, NUTRITION AND ORIGIN HIGHLIGHTED IN NEW ERLING HAALAND X SEAFOOD FROM NORWAY CAMPAIGN

Health, nutrition and origin highlighted in new Erling Haaland x Seafood from Norway Campaign. A balanced diet is important when it comes to physical performance, and according to Erling Haaland, Norwegian seafood is a great choice for a nutritious football diet. This year, the Norwegian Seafood Council (NSC) is ramping up the Haaland partnership, showcasing his commitment to a healthy seafood diet.

Proud Seafood Ambassador in Brand New Campaigns

Last year, Erling Haaland signed a deal with the Norwegian Seafood Council. During the agreement, the football star will be a seafood ambassador and represent the brand Seafood from Norway across many markets.

Now the NSC is expanding the partnership through new campaigns with Haaland – this time focusing on Norwegian salmon. The goal is to showcase the shared Norwegian origin of both Haaland and Norwegian seafood, and the unique quality of seafood as a part of an athlete’s diet.

Haaland himself has no hesitation when it comes to the importance of Norwegian seafood:

“A healthy diet is very important for both performance and recovery, in my experience. Safe to say, that is why Norwegian seafood is such a big part of my diet,” Haaland states. “What I love most about seafood is the flavour. The fact that it is a fantastic protein source with well-balanced nutrition is a bonus,” he says.

The Perfect Fit for Representing Norwegian Seafood

As seafood is a big part of Haaland’s childhood and culture, using him to front new campaigns for Seafood from Norway is an ideal match. In addition, Haaland’s dedication to health confirms that he’s perfect for representing Norwegian seafood.

The NSC has so far seen great results from the partnership and are optimistic about the new campaigns for 2025.

Marketing director at the NSC, Camilla Beck, says:

“We’re very excited about our new Haaland campaigns, and that we’re able to expand on the existing partnership. His dedication to health and nutrition is a perfect addition to our work and message, showing how great Norwegian seafood is for a healthy lifestyle and diet.”

This year, the NSC wanted to move closer to the personal aspect of eating and enjoying Norwegian seafood, showing both the versatile cooking options and the exquisite dining situations.

“We want to strengthen the connection between the consumers and Norwegian salmon, associating it with Haaland’s strength, discipline, and love for salmon. This has been an important part of the storytelling of the campaign,” says NSC marketing manager for salmon, Guro Lund.

Using Haaland’s own personal preference for Norwegian seafood and his dedication to nutrition as an angle, the plan is to explore new dishes and dining experiences.

The origin of Norwegian seafood also plays a major part this year, where new videos will connect the dramatic nature of Norway to both Haaland and seafood. A well-known football field in Henningsvær, surrounded by the sea and the mountains, will be the backdrop.

Successful Seafood Campaigns with Haaland in Global Markets

Campaigns featuring Haaland and Seafood from Norway from 2024 have already made a huge impact in many of Norway’s seafood markets.

“We’ve analysed the results of our campaigns, and we do see a consistent trend over the last years of testing that celebrities, like Erling Haaland, help NSC campaigns in achieving high visibility and fostering correct associations with Norway. Safe to say, we’re therefore very happy to continue this collaboration, as Haaland is such an important role model for many – as well as being a great ambassador for both Norway and our quality seafood,” marketing director, Camilla Beck, elaborates.

Great Performance in Portugal

The Haaland campaign from 2024 in Portugal was one of the NSC’s most successful campaigns from last year. The campaigns performed well, particularly among buyers aged 36-45, achieving high visibility. The campaign’s association with Norway was also very positive.

The goal this year is to continue engaging consumers through the new production with Haaland.

“Last year, our Haaland campaigns were focused on cured products, while highlighting the shared origin of the product and Haaland himself. In 2025 we’re still exploring this story, as well as showing more cooking and dining experiences to inspire consumers in Portugal,” says NSC country director in Portugal, Gudfinna Traustadottir.

Huge Impact: Haaland campaigns in South Korea

In Korea, Haaland was featured in a wide variety of content and campaigns, successfully engaging the Korean consumers. Since the start of the Haaland campaigns, surveys show that Koreans have increasingly noticed Haaland in relation to Seafood from Norway. In addition, more Koreans have become aware of his Norwegian origin.

“We launched the Seafood from Norway x Haaland-campaign with the involvement of the whole value chain in 2024. With this, Korea became the first market to utilise Haaland as a seafood ambassador in a large campaign,” NSC manager in South Korea, Ingebjørg Hjortdahl, says. “The overall feedback on the Haaland campaign has also been very positive. All the companies that participated, including retailers and partners, have expressed that they would like to participate in similar campaigns in the future,” says Hjortdahl.

See more about the Haaland x Seafood from Norway partnership at fromnorway.com