This autumn, our seafood envoy in South Korea, Ingebjørg Hjortdahl, took Norwegian salmon on the road in Seoul. From food trucks, people got to taste the salmon and learn about its origin.
Prizes, Quizzes and Salmon Activities
Those who visited the food trucks were served fresh and light combinations while also being able to join a quiz and a fun test to discover their preferred salmon type.
The activities offered both knowledge and entertainment, and through a digital stamp collection, participants could gather points and win small prizes. The food trucks were clearly branded with the message “Norwegian Salmon is Always Right”, which proved to be a great eye-catcher.
“In South Korea, as much as 85 percent of salmon is eaten raw, which is why we wanted to showcase more preparation methods to inspire increased consumption and new culinary experiences. In addition to traditional sashimi, visitors could taste both smoked and pan-fried salmon,” says Ingebjørg Hjortdahl.
Strong Results from the Campaign
The campaign, running from 28 October to 8 November, delivered strong results and put Norwegian salmon firmly on the map in Seoul. With the presence of the food trucks, along with recognizable messaging and branding, people grew curious and engaged—both in person and online.
Key campaign results:
- Over 1.1 million online views
- More than 4,000 social media engagements
- Around 1,200 visitors who tasted Norwegian salmon
- Strong media coverage with 28 articles
- Up to 38 percent sales increase in selected supermarkets during event days
Campaign Analysis Provides Valuable Insights for Future Activities
The campaign analysis revealed clear preferences and trends. As much as 43 percent of participants preferred raw salmon, while spicy varieties topped the flavor scale with 48 percent. There were also notable generational differences: younger consumers opt for practical solutions like poke bowls and sushi, while older generations prefer sashimi and grilled salmon for family meals.
In addition, many participants said they often create their own recipes and eat at home - indicating significant potential for content that inspires creative salmon dishes for home consumption.
Taste, Knowledge and Sharing Build the Brand
The food trucks were one of several activities in this autumn’s campaign in Seoul. Hjortdahl shares insights on the road ahead:
“We’re now working to strengthen digital reach and build on the engagement we gained during the campaign. Our experiences in Seoul this autumn gave us a clear message: When we combine taste, knowledge and the joy of sharing, we create strong brand experiences,” she concludes.
Stay updated on the latest seafood insights in Korea on our country pages.