From Chocolate to Vikings: Repositioning Norwegian Bacalao for a New Generation in Mexico

Client: Norwegian Seafood Council

The Norwegian Seafood Council (NSC) aimed to strengthen awareness and sales of Norwegian bacalao in Mexico for 2024. Despite its deep integration into Mexican culinary traditions, research from Sherlock Communications showed that 57% of Mexicans incorrectly believed bacalao originated in Mexico, and cheaper, low-quality alternatives were becoming more popular. The campaign targeted mature adults (45-70), young adults (25-45), and food industry decision-makers, emphasizing bacalao’s origin, sustainability, and quality.

To overcome challenges, the campaign used influencer marketing, media outreach, and social engagement to educate consumers. It highlighted the Norwegian Seafood Council seal, Norwegian flag, and product characteristics to help distinguish authentic bacalao. A strategic press trip to Norway engaged top-tier journalists and influencers, securing long-term media coverage. Social media and influencer collaborations, such as chef Ana Casanova’s viral chocolate “mole de bacalao” recipe, helped modernize bacalao’s image for younger consumers. Key results included over 89 press articles, and a social media engagement increase of 5300%. Influencer campaigns reached 1.1 million people, while paid and organic efforts generated 102 million impressions.