Mowi resurrects 1994 hit to move it move it's own-brand products
Ad campaign seeks to build on momentum gained by MOWI salmon
Mowi Scotland's own brand, MOWI Salmon UK, has launched a new ‘I like to MOWI MOWI’ advertising campaign this week.
Using the tune from the 1994 dance anthem ‘I Like To Move It Move It’ by US hip house project Reel 2 Real, the campaign is designed to capture the attention of UK consumers and further boost sales of MOWI-brand salmon, which is growing six times faster than the fresh salmon market at 42% year on year.
Mowi, which is Scotland's biggest salmon farmer, said that in the UK the MOWI brand has consistently demonstrated incremental sales and a share of the growth for Tesco and Sainsbury’s well above its market share. The new advertising campaign aims to "inspire and build brand affinity", adding to the one million shoppers who already purchase MOWI salmon.
'Fun and sparkle'
James Cowan, retail sales director for Mowi Consumer Products UK, said: “MOWI salmon continues to grow significantly ahead of the already buoyant salmon market. The new campaign is disruptive and brings fun and sparkle to what some call a ‘commodity’ market. Our retail partners benefit from support in and out of store, and the incremental sales they enjoy is testament to the hardworking plans and our investment in this premium brand.
“We like to move sales and we’re not alone in liking to MOWI MOWI!”
The new national campaign will appear on TV on demand channels, radio, and paid social media advertising focused on driving shoppers to Tesco, Sainsbury’s, Asda or Ocado depending on their profile and/or proximity to those supermarkets. At the start of the campaign, consumers will also be able to purchase MOWI salmon in limited edition packaging signposted with instore point of sale.
