Great British Bake-Off finalist, nutritionist and psychologist Kimberley Wilson is the smiling face of Mowi's Good Mood Food campaign. Photo: Lee Gladman.
Great British Bake-Off finalist, nutritionist and psychologist Kimberley Wilson is the smiling face of Mowi's Good Mood Food campaign. Photo: Lee Gladman.

Bake-Off finalist joins Mowi ‘Good Mood Food’ push

Scotland’s biggest salmon farmer, Mowi, has signed up former Great British Bake-Off finalist Kimberley Wilson to promote good mental health and the upmarket MOWI-branded range of salmon products.

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Wilson is an award-winning food producer with a degree in nutrition, as well as being a chartered psychologist. She has developed a range of mood boosting MOWI salmon recipes as part of the company’s Good Mood Food campaign.

Marketing manager Jo Nola told Mowi Scotland’s monthly newsletter, The Scoop: “We are delighted to be working with Kimberley who has established herself as an authority on the link between our diet and our mental health.

“Her range of recipes using MOWI salmon are inspiring and there is something for everyone. We are confident that it will result in more people choosing salmon for their meals.

“Rich in omega-3, an essential fatty acid which the body cannot produce by itself, salmon is also a great source of Vitamin B12 and Vitamin D, all known to be good for mood – that’s a compelling message that Kimberley is perfectly placed to deliver.”

MOWI-branded have distinctive packaging. Click on image to enlarge.
MOWI-branded have distinctive packaging. Click on image to enlarge.

TV and digital advertising

Mowi this week launched a TV advertising campaign on ITV, Channel 4 and satellite channels to push its own-brand products. It is anticipated that more than 65% of adults in the UK will see a MOWI advert over the next few weeks.

The TV campaign will be supported by refreshed digital advertising on Instagram, Facebook and Pinterest.

Head of sales James Cowan told The Scoop: “We have learnt that over half of MOWI sales have been incremental to our partner Sainsbury’s and we continue to provide bespoke support to them during the TV campaign.”