The unprecedented campaign will be dedicated to launching Norwegian fish products globally and positioning them as a "high-quality food."
No other country spends as much on the marketing of fish as Norway, which is the world's leading exporter of seafood. In 2000, NFEK's 150 members spent $27 million on international sales and marketing initiatives. Fish exports totaled $3.8 billion in 2000.
NFEK's central council will meet in August to discuss a "united global strategy." At present NFEK's members employ an estimated 80 ad agencies in the 60 world markets where its products are sold.
Under a new proposal, agencies will be retained for specific brand building purposes, while regional advertising and marketing accounts will be created to market quality Norwegian sea fish in principal export markets. -- Gerard O'Dwyer
Copyright June 2001, Crain Communications Inc.