The Norwegian Seafood Council said its World Cup marketing campaign centred on the national football team’s seafood diet has generated more than 120 news reports globally, as it seeks to convert the tournament into international publicity for Norwegian seafood.
According to the council, preliminary data from media monitoring firm Meltwater shows the story of Norway bringing around 500 kg of seafood to the FIFA World Cup in the United States has been reported by outlets including The New York Times, CNN, The Korea Times and The Sun.
The council said the campaign has also generated significant engagement on social media, although it did not provide figures for reach or audience.
Norway’s squad has been supplied with salmon, trout, halibut, king crab and langoustines throughout the tournament. The team’s chefs said additional seafood has been shipped from Norway during the competition.
The publicity campaign began after reports emerged before the tournament that the team had transported Norwegian seafood to the United States. Since then, the story has become one of the most visible international marketing initiatives linked to Norwegian seafood during the competition.
The Norwegian Seafood Council, which is funded through a levy on seafood exports and owned by Norway’s Ministry of Trade, Industry and Fisheries, said the campaign demonstrates how elite sport can be used to promote Norwegian seafood in export markets.