Mowi has launched a campaign to grab consumer attention and boost salmon sales.
The ‘I like to Mowi Mowi’ campaign offers a twist on the 1990s dance hit by Reel 2 Real, ‘I like to Move it Move it’ – made famous by the Madagascar film franchise.
Running nationally across TV, on-demand channels, radio and paid social advertising, it will be focused on driving salmon sales at retailers including Tesco, Sainsbury’s, Asda and Ocado.
Consumers will also be able to purchase the salmon in limited edition packaging supported by in-store point of sale.
It comes as demand for Mowi salmon has grown at six times the rate of the rest of the market (42% year on year), according to the business.
“Mowi salmon continues to grow significantly ahead of the already buoyant salmon market,” said James Cowan, retail sales director, Mowi consumer products UK. “The new campaign is disruptive and brings fun and sparkle to what some call a ‘commodity’ market.”
“Our retail partners benefit from support in and out of store, and the incremental sales they enjoy is testament to the hard-working plans and our investment in this premium brand,” he added. “We like to move sales and we’re not alone in liking to Mowi Mowi.”
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