Game of Thrones actor Kristofer Hivju is now selling farmed salmon

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.

“A brand is a commodity with a story, and our brand is based on who we are,” Mowi COO Ola Brattvoll said during a presentation at North Atlantic Seafood Forum in Bergen this year.

By making Hivju an ambassador for the Mowi brand, the company hopes to engage young consumers, Bratvoll said.

Mowi's consumer brand was first launched in Poland in 2013, followed by France and the United States. Poland acted as a trial market ahead of launching in the bigger markets and the brand is now well recognized across Poland, he said.

In 2021, the company followed up by launching the brand in the United Kingdom, and this year it is continuing its expansion plans by entering Latin American and Asia, Bratvoll said.

“We are always asking the consumers how we can better help them to eat more salmon,” he said during the presentation.

It is important to make the consumers understand the product, and this is partly why Mowi decided to make a fully transparent packaging. “We want to emphasize that we have nothing to hide,” he said.

“If the product fails, marketing does not help.”