MOWI REELS IN UK CONSUMERS WITH CATCHY NEW CAMPAIGN

MOWI reels in UK consumers with catchy new campaign. MOWI Salmon UK has launched its new, upbeat ‘I like to MOWI MOWI’ advertising campaign this week.

A twist on the 90s dance anthem ‘I Like To Move It Move It’ by Reel 2 Real, which was made famous by the DreamWorks Madagascar film franchise, the campaign is designed to capture the attention of UK consumers and boost sales of MOWI salmon, which is already growing six times faster than the fresh salmon market at 42% year on year.

In the UK, the MOWI brand has consistently demonstrated incremental sales and a share of the growth for Tesco and Sainsbury’s well above its market share. This new advertising campaign aims to inspire and build brand affinity, adding to the one million shoppers who already purchase MOWI salmon.

Speaking about the campaign, James Cowan, Retail Sales Director for Mowi Consumer Products UK, said:

“MOWI salmon continues to grow significantly ahead of the already buoyant salmon market. The new campaign is disruptive and brings fun and sparkle to what some call a ‘commodity’ market. Our retail partners benefit from support in and out of store, and the incremental sales they enjoy is testament to the hardworking plans and our investment in this premium brand.

“We like to move sales and we’re not alone in liking to MOWI MOWI!”

The new national campaign will appear on TV on demand channels, radio and paid social advertising focussed on driving shoppers to Tesco, Sainsbury’s, Asda or Ocado depending on their profile and/or proximity to those supermarkets. At the start of the campaign, consumers will also be able to purchase MOWI salmon in limited edition packaging sign posted with instore point of sale.

Check out www.mowisalmon.co.uk for more information about the campaign and MOWI product range.

And you can sing along to the ad here: ‘I like to MOWI MOWI’

Image: MOWI