Norway targets UK chippies

THE Norwegian Seafood Council (NSC) has launched its pioneering Union Norge campaign in the UK, uniting the finest fish and chips shops.
The network celebrates these successful businesses, unified by a passion for high quality, sustainable frozen-at-sea cod and haddock, and will drive footfall for its members through an integrated marketing campaign.
Launched at the Norwegian Seafood Council’s welcome event at the Norwegian ambassador’s residence by UK director Jack-Robert Møller, the programme has united chippies based on their excellent food, sustainability credentials, first-rate venues and commitment to serving fresher than fresh fish to their customers.
The 2015 marketing campaign aims to promote the selected chippies through a high-profile, national programme of activity, involving retail activation and PR.
It will also build supply chain transparency by connecting the diner to the fishermen and add value through shared expertise between its members.
Following the launch of Union Norge, fish and chips lovers will have an instantly recognisable symbol to show quality and environmental commitment from shop members in the network.
Consumers will also be rewarded for returning to shops within the Norge Network, with gifts available for repeat purchases and the chance to win a trip to Norway.
The activity follows on from the success of the NSC’s 99p promotion in May 2014, where 99 fish and chips shops around the country offered portions for 99p in the first campaign of its kind.
Some 83 per cent of shops involved experienced an increase in customers on the day, and more than seven million people in the UK were reached thanks to excellent media coverage.
Cod is the UK’s favourite fish, and Norway’s cold, clear waters are home to the world’s largest and most abundant supply of the species.
Jack-Robert Møller said: ‘It’s brilliant to launch the campaign; we are very excited for the consumer to see this and hope it will really drive customers to each of our recruited shops.
‘We are also very grateful to our partners Smales, Fastnet and Unique Seafood who have helped make this possible.
‘We have been supplying the UK fish and chip industry with high quality cod and haddock from the cold clear waters of Norway for over 50 years, and we hope that Union Norge will give us the chance to reward some of our favourite chippies with a campaign that will grow their businesses too.’