© Michael Ray Vera Cruz Angeles
The football star was signed as seafood ambassador and representative of the Seafood from Norway brand across many markets in 2024. And now the NSC is expanding the partnership through new campaigns with Haaland – this time focusing on Norwegian salmon. The goal is to showcase the shared Norwegian origin of both Haaland and Norwegian seafood, and the unique quality of seafood as a part of an athlete’s diet.
“A healthy diet is very important for both performance and recovery, in my experience. Safe to say, that is why Norwegian seafood is such a big part of my diet,” Haaland stated in a press release.
“What I love most about seafood is the flavour. The fact that it is a fantastic protein source with well-balanced nutrition is a bonus,” he added.
The NSC says that it has already seen great results from the partnership and are optimistic about the new campaigns for 2025.
As NSC's Guro Lund reflects: “We want to strengthen the connection between the consumers and Norwegian salmon, associating it with Haaland’s strength, discipline and love for salmon. This has been an important part of the storytelling of the campaign."
Using Haaland’s own personal preference for Norwegian seafood and his dedication to nutrition as an angle, the plan is to explore new dishes and dining experiences.
The origin of Norwegian seafood also plays a major part this year, where new videos will connect the dramatic nature of Norway to both Haaland and seafood. A well-known football field in Henningsvær, surrounded by the sea and the mountains, will be the backdrop.
Campaigns featuring Haaland and Seafood from Norway from 2024 have already made a huge impact in many of Norway’s seafood markets, according to NSC.
As NSC's Camilla Beck notes: “We’ve analysed the results of our campaigns, and we do see a consistent trend over the last years of testing that celebrities, like Erling Haaland, help NSC campaigns in achieving high visibility and fostering correct associations with Norway.
“Safe to say, we’re therefore very happy to continue this collaboration, as Haaland is such an important role model for many – as well as being a great ambassador for both Norway and our quality seafood.”
