From a no-body to a star: Skrei. Our work for the Norwegian winter cod was rewarded with a Bronze Effie 2015 in the King’s “New New” discipline.
AN ENORMOUS QUANTITY OF COD
Thanks to the sustainable fisheries that Norway has been following for many decades, cod is available in large quantities (450,000 tonnes annually). This was not good for price development.
The solution to the problem: A type of cod, the so-called winter cod, was launched as a seasonal premium specialty with its traditional Norwegian name: SKREI.
TASK: To make the previously unknown Skrei well-known to consumers and to market it as a Norwegian specialty.
SOLUTION: NO FAKE. A REAL AUTHENTIC PRODUCT.
We talked about the unique yet authentic stories surrounding Skrei and chose a top-down-introductory strategy, which addressed various multipliers in various phases: first stars and TV cooks, then professional journalists until, finally, the consumer. Unusual events, such as live circuits to the Norwegian fishermen or the use of the Norwegian Crown Prince Hakon as a testimonial, provided the storylines.
Here you can find further work for the NSC.
INCREASE IN SALES.
Increased revenue through tailor-made storytelling: Winter cod became the Skrei.
At the introduction of the new fish under the name of Skrei, a few Germans who were once in Norway recognised the name. Since the campaign launch and the trade launch, recognition increased to 42%. The result: a sales increase of 236%.
MULTIPLICATION OF THE BUDGET.
Achieve the maximum with a small budget: Skrei wins.
With a Skrei budget of 250,000 Euros per year (incl. Production, media and research), such an increased brand awareness was only achievable through multiplier effects. These effects were multiplied by a factor of 7.
The Bronze Effie was one of only three metal Effies in the category of New Product Launch in a competitor's circle of millions of expensive campaigns.
In view of the low fresh fish consumption in the German market, it was a special achievement to establish Germany as the third most important market for fresh Skrei, in which the highest consumer prices can also be achieved.
How to contact us:
T: +49 40 4689967-0
F: +49 40 4689967-99INFO@ORANGE-COUNCIL.DE
Art Factory Bonn
T: +49 40 4689967-0
F: +49 40 4689967-99INFO-BONN@ORANGE-COUNCIL.DE
PRENZLAUER ALLEE 87
T: +49 30 9210252-0
F: +49 30 9210252-90INFO-BERLIN@ORANGE-COUNCIL.DE