Mowi plans new wave of TV ads


Salmon producer Mowi will be rolling out a new primetime TV advertising campaign from 9 October.

Dedicated to generating more desire for salmon and supporting Mowi stockists, the “Lingo” campaign will further raise awareness of the Mowi brand and ways to enjoy it.

With primetime spots across many channels including ITV, Channel 4, Channel 5 and Sky, the national campaign follows the brand’s sponsorship of the reality cooking show 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, in addition to ongoing digital advertising on Instagram and Facebook. All adverts showcase the Mowi range, including the new Bistro products launched in April.

Autumn will also see the launch of a new Mowi product in Tesco which will feature in the TV ad. Launching on 11 October in 800 Tesco stores, consumers will be able to buy four “chef’s cut” restaurant style Mowi Scottish salmon fillets for a great introductory offer for a limited time only.

Speaking about the new product, James Cowan, Head of Sales at Mowi Consumer Products, said: “Whilst inflation is coming down, consumers are still cutting back and Deloitte’s recent consumer study suggests over a third of consumers are eating out less and have spent 13% less in Q2 than they did in Q1 on eating out. Dining in is, therefore, set to remain the new dining out for some time to come. The great value four pack of Mowi Scottish salmon fillets is an opportunity for people to invite friends or family around for a guaranteed stunning homecooked meal.”

Mowi’s autumn 2023 TV ad shows how family and friends can enjoy salmon


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