Mowi’s newest marketing campaign is placing its faith in the popular fantasy television drama Game of Thrones to increase brand awareness.

As Mowi tries to tackle marketing salmon in novel ways, it recently turned to Norwegian Game of Thrones actor Kristofer Hivju to tell its story.

The commercials show the actor eating salmon in Norwegian windswept fjords. Being Nordic and trustworthy are two important traits for the Mowi brand, and Mowi hopes Hivju will communicate this to the consumers.