Launch MOWI Instagram campaign

The challenge

MOWI, the world’s leading seafood company and the largest producer of Atlantic salmon, reached out to MMBSY to support the Belgian launch of MOWI premium salmon, and specifically the MOWI Pure Baron. The support came in the shape of a large food influencer campaign on Instagram. Focus was to create brand awareness and buzz to highlight this new range, which was also the first branded fresh salmon in Belgian supermarkets, and to inspire the target audience with delicious, finger licking salmon recipes.

The work

The Instagram campaign was based on the Nordic roots and impeccable quality of MOWI salmon. MMBSY set up collaborations with the crème de la crème of Belgian food influencers and the results were absolutely stunning! 10 influencers, known for their love for food, created the most amazing dishes with the MOWI salmon they received. Delicious dishes are one thing, but on Instagram they also need to be beautifully dressed and styled to make sure you have amazing pictures. That’s why, along with the salmon, we also sent a Nordic inspired table setting (including vases, candle holders, linen napkins…) to our influencers. The perfect setting to make the salmon shine even brighter.

mowi salmon
mowi salmon

The results

  • Number of influencers: 10
  • Total reach: 459.350
  • Total number of posts: 94
  • Total followers: 468.570
  • Total engagement: 7.112