Norwegian cod returns to center stage with a new communication strategy by Unifrigo Gadus, which aims to relaunch one of the most iconic products of the seafood tradition through a more contemporary and accessible narrative. The chosen slogan—"If you love Norwegian salmon, you'll love Norwegian cod"—summarizes a clear positioning: to bring modern consumers closer to a food often perceived as tied to seasonal occasions or complex preparations.
The stated goal is to deseasonalize consumption, highlighting the product's versatility and its ability to adapt to both traditional and quicker recipes, in line with new lifestyles. In this sense, cod is being reimagined not just as an ingredient for holiday cooking, but as a practical, nutritionally sound everyday solution.
Underscoring this shift is Andrea Eminente, the company's CEO, who emphasizes that the product "has nothing to envy from other fish species," but requires a more effective narrative. The focus has therefore shifted to communicating its distinctive features: quality of the raw materials, ease of use, and, above all, certified origin.
Provenance is a key aspect of the campaign, with the adoption of the Seafood from Norway label, synonymous with sustainability and traceability. This is an increasingly important factor in purchasing decisions, as confirmed by market research.
Tom-Jorgen Gangso, Director of Italy for the Norwegian Seafood Council, comments on this point, emphasizing that Italian consumers demand clear information on the origin of seafood. Using the label, he explains, allows producers and distributors to build trust and benefit from the international promotional activities already underway.
The relaunch strategy is structured across multiple channels: a dedicated press campaign, direct communications via newsletters aimed at both supply chain operators and end consumers, social media content, and a rich editorial plan centered on recipes. This integrated ecosystem aims to build a coherent and ongoing narrative around the product.
The project's official debut is scheduled for Tuttofood 2026, taking place from May 11th to 14th in Milan, where Unifrigo Gadus will present the new direction of Norwegian cod to the market and industry professionals. This will be a strategic showcase to consolidate its positioning and strengthen its dialogue with retailers and the supply chain.
In a context where seafood consumption is increasingly driven by convenience, quality, and transparency, the project aims to bridge a communication gap, transforming cod from a traditional product to a key player in contemporary cuisine. This evolution relies, first and foremost, on the ability to communicate its value and identity.
