Dining in is the new dining out, says Mowi as it launches huge new TV campaign

Mowi exec points to new Deloitte study showing that over a third of consumers are eating out less.

Salmon farming giant Mowi is set to launch a major UK advertising campaign starting in October.

With primetime spots across many channels including ITV, Channel 4, Channel 5 and Sky, this national campaign follows the brand’s sponsorship of Gordon Ramsay’s Next Level Chef at the beginning of 2023.

The TV campaign will be complemented with video on demand advertising on ITVX, All4 and Sky until the end of the year. These spots target shoppers at Tesco, Sainsburys, Asda and Ocado and is in addition to the consistent digital advertising on Instagram and Facebook.

Whilst inflation is coming down, consumers are still cutting back according to James Cowan, Head of Sales at Mowi Consumer Products.

“Deloitte’s recent consumer study suggests over a third of consumers are eating out less and have spent 13 percent less in Q2 than they did in Q1 on eating out,” he said.

“Dining in is, therefore, set to remain the new dining out for some time to come.”

Autumn will also see the launch of a new Mowi product in UK retailer Tesco which will feature in the TV ad. Launching 11 October in 800 Tesco stores, consumers will be able to buy four ‘chef’s cut’ restaurant style MOWI Scottish salmon fillets. Tesco is the leading grocery retailer in the UK with a consistent share of more than 27 percent of the market, and is classed as one of the “big four” supermarkets along with Asda, Sainsbury’s, and Morrisons. With 4,752 stores and 354,000 employees, the company is the 16th most valuable retail brand worldwide.


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