Mowi Consumer Products UK has launched a new advertising campaign for its MOWI salmon brand in the UK market.
The campaign, titled “I like to MOWI MOWI”, is based on the 1990s dance track “I Like To Move It” by Reel 2 Real and will run across TV on demand, radio and paid social media channels.
Mowi said the campaign is intended to increase consumer awareness and support sales growth for the brand, which it said is growing 42% year on year, compared with the wider fresh salmon category.
According to the company, the campaign will direct shoppers towards Tesco, Sainsbury’s, Asda and Ocado stores depending on location and customer profile. Limited edition packaging and in-store promotional material will also be introduced during the campaign period.
James Cowan, Retail Sales Director at Mowi Consumer Products UK, said the company’s retail partners had seen incremental sales growth from the MOWI brand.
Mowi launched the MOWI consumer brand in the UK in 2021. The company said more than one million shoppers currently purchase MOWI salmon products.