Norwegian Seafood Council (NSC) Launches "The Story from the North" Campaign with Yaya - Urassaya Targeting to Boost Salmon and Fjord Trout Sales Up to 20% in volume by 2023
Norwegian Seafood Council (NSC) launched 'The Story from the North' campaign alongside Yaya - Urassaya Sperbund, a Thai-Norwegian actress and Seafood from Norway first-ever presenter from Thailand, with the aim to introduce Norway as a seafood nation and promote the use of Norwegian seafood such as Salmon, Fjord Trout, and Norwegian Saba in Thai cuisine. With a total marketing budget of THB 72 million through TV, PR, YouTube, Facebook, Instagram, MRT, BTS, and out-of-home media channels nationwide from August - December 2022, the campaign targeted to boost Salmon and Fjord Trout sales up 20% in volume by 2023.
Dr. Asbj?rn Warvik R?rtveit, Director, South-East Asia, Norwegian Seafood Council (NSC), said, ?This is the biggest campaign we have ever launched in Thailand market. The performance of Salmon this year has enabled us to secure a budget for a marketing campaign that will help raise awareness among the Thai public about the innovation, technology, and sustainability of aquaculture in Norway. By bringing in Yaya - Urassaya, a Thai-Norwegian actress who best represents both Thailand which is famous for its wonderful cuisine and Norway as a seafood nation, we can see how the two countries also share some similarities and help promote the use of Norwegian seafoods in Thai cuisine. Thailand remains one of our most important markets in Asia and the world, leading only after China in terms of online purchasing volume, thanks to the popularity of Japanese food. To-date, we have had a very satisfying year with a total revenue of THB 72 billion and expect the market value to grow by close to 70% in total this year.
From January to October 2022, Norwegian Seafood Council (NSC) reported a new record number of THB 446 billion in total value of Norwegian seafood exports worldwide. This is a 14% increase, worth THB 54 billion, compared to same period in 2021, which is equivalent to 37 million meals daily or 25,000 meals per minute. While for Thailand, a 6% increase in volume for Salmon totaling 16,100 tons, a 55% increase in value, totaling THB 5.4 billion. The biggest growth is Fjord Trout, where Thailand has become the most important export market after the USA with a 51% increase in volume totaling 6,600 tons and a 114% increase in value, totaling THB 2.2 billion. While Norwegian Saba has a 23% increase in volume totaling 9,400 tons this year.
The 'Story from the North' showed the narrative through the lens of Yaya in her second home of Norway. The seafood nation is built on the craftsmanship and tradition of its people, their respect for nature, and the innovation for sustainability. Yaya, who possesses the best of both worlds, embarked on a journey from reuniting with her family in Norway, cooking Thai dishes with Chef Terje Ommundsen in Oslo, witnessing the sustainability and advanced technology of traditional and ocean Salmon farms in Vester?len, hiking the mountain of Lofoten, hunting the magical Northern light, and experiencing a heart-warming moment with the local people she met along the way.
The launch event was honored by the presence of H.E. Mrs. Astrid Emilie Helle, the newly appointed Ambassador of Norway to Thailand, giving an opening remark, and Chef Terje Ommundsen, owner of "Plah and Ahaan" restaurants in Oslo, Norway, who performed a Live Station presenting Yaya's special recipe that blends Norwegian seafoods with Thai dishes. The menu consisted of Grilled Salmon with Pomelo Salad, Crunchy Coconut, and Fried Shallots; Lightly Grilled Salmon with Coriander Seafood Sauce; Norwegian King Crab with Seafood Sauce and Herbs; and Norwegian Saba with Coconut, Kaffir Lime, Chili and Fish Sauce.
Norway is the world's leading producer of Atlantic Salmon and one of the largest seafood exporters in the world. Aquaculture in Norway uses expertise in ethology, marine biology and technology to ensure food safety and the future of the industry. Norway has relied on its strict guidelines, close monitoring and sustained commitment to development. This includes an THB 620 million investment from the fish farmers each year (in addition to state investments) to fund research and development. With an experience of 50 years of Salmon farming, Norway can deliver high-quality Salmon around the world in less than 48 hours after it is brought out of the ocean. Environmental standards for Norwegian Salmon are among the highest in the world.