Norwegian seafood industry federation NFEK is to allot $120 million to global marketing in the next three years in a bid to position the nation’s fish products as “high-quality food”.

The campaign may also see a change in NFEK’s approach to advertising, as the body’s central council meets in August to discuss a “united global strategy”. Its 150 members currently employ around eighty agencies in sixty markets worldwide; however, a new proposal would see agencies employed for brand building, with pan-regional accounts created to market Norwegian fish in major export markets.

Norway – the world’s biggest seafood exporter – spends more on piscine promotion than any other country. Last year, fish exports totalled $3.8 billion, with NFEK’s members spending a total of $27m on international marketing.

News source: Advertising Age - International Daily