Norwegian Seafood Council expands Haaland partnership with new global salmon campaign.
The Norwegian Seafood Council (NSC) is expanding its partnership with footballer Erling Haaland through a new global campaign highlighting the connection between health, nutrition and Norwegian seafood.
Haaland, who became a “Seafood from Norway” ambassador in 2024, will front the 2025 campaign with a focus on salmon and shared Norwegian origin. The new phase follows last year’s marketing efforts, which the NSC said achieved strong visibility in key markets including Portugal and South Korea.
“A healthy diet is very important for both performance and recovery, in my experience. Safe to say, that is why Norwegian seafood is such a big part of my diet,” Haaland said.
“What I love most about seafood is the flavour. The fact that it is a fantastic protein source with well-balanced nutrition is a bonus,” he added.
NSC marketing director Camilla Beck said: “We’re very excited about our new Haaland campaigns, and that we’re able to expand on the existing partnership. His dedication to health and nutrition is a perfect addition to our work and message, showing how great Norwegian seafood is for a healthy lifestyle and diet.”
Marketing manager for salmon, Guro Lund, said the campaign aims to “strengthen the connection between the consumers and Norwegian salmon, associating it with Haaland’s strength, discipline, and love for salmon.”
The 2025 campaign will feature new content filmed in Henningsvær, Lofoten, showcasing the dramatic coastal setting that connects Haaland’s Norwegian roots with the country’s seafood heritage.
The NSC said its previous campaigns featuring Haaland performed strongly, especially in Portugal, where brand recognition increased among consumers aged 36–45, and in South Korea, where collaboration with retailers and partners significantly raised awareness of Haaland’s connection to Norwegian seafood.
Headquartered in Tromsø, the NSC works with Norway’s fisheries and aquaculture industries to develop international markets for Norwegian seafood. Its activities are financed through a tariff on all seafood exports and it operates under the Ministry of Trade, Industry and Fisheries.
