Blue Monday? Not at lunchtime says Mowi

Editorial Staff

“Blue Monday Non Ti Temo” – campaign aims to highlight the mood-boosting benefits of salmon.

Mowi, the world’s largest producer of Atlantic salmon, has launched a campaign in Italy coinciding with ‘Blue Monday’, traditionally dubbed as the most depressing day of the year.

The campaign, featuring Norwegian Game of Thrones actor Kristofer Hivju, with the slogan “Blue Monday non a pranzo” (Blue Monday, Not at Lunch) and “Blue Monday non ti temo” (Blue Monday, I do not fear you), aims to highlight the mood-boosting benefits of salmon, particularly its rich Omega-3 content.

This move by Mowi aligns with the growing consumer interest in the health benefits of food. Research has long supported the positive effects of Omega-3 fatty acids, found abundantly in salmon, on mental health.

These purported benefits include enhanced cognitive function, cardiovascular health, and anti-inflammatory properties. Mowi’s campaign specifically points out the role of Omega-3 in stimulating serotonin production, a neurotransmitter that regulates mood.

The timing of the campaign is key. Blue Monday, typically the third Monday of January, is perceived by many as the most challenging day of the year, often due to post-holiday blues, cold weather, and abandoned New Year’s resolutions.


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