"Haaland Sightings" Sweep Across China as Norwegian Salmon Campaign Gains Momentum (Haaland Signed Jersey Giveaway at the End)
This summer, World Cup fever is running high — and on Chinese social media, a wave of "Haaland sightings" has taken off. Numerous users are posting photos of Haaland standees in stores. Behind the buzz is a major brand campaign "Haaland: I Choose Salmon from Norway", bringing the excitement of the football pitch to the dining tables of Chinese consumers.
Launched on June 3, in partnership with international football star Erling Haaland, the "Haaland: I Choose Salmon from Norway" campaign is still in full swing and continues to attract new collaborating partners on board. To date, the campaign has reached over 950 supermarkets nationwide. Major national and regional supermarket chains such as Walmart, Metro, Yonghui, Freshippo and RT-MART are actively participating. The campaign will continue until July 19, covering the full duration of the World Cup.
Since the offline campaign kicked off, consumers have been "spotting" Haaland in-store displays and joining the check-in activity on official Rednote's account (@挪威海产), extending the in-store experience into online sharing.
On Rednote, the campaign hashtag 'I choose salmon from Norway' has already accumulated 696,000 impressions, with over 1,800 user posts created with the hashtags. Nearly 700,000 organic impressions reflect the campaign's success in sparking consumer engagement, with high-quality Norwegian salmon gaining widespread attention through authentic word-of-mouth.
Norwegian seafood powers the national football team performance
The news that the Norwegian national football team brought 500 kilos of seafood from Norway to the World Cup in the US has travelled around the world. This news has gone viral worldwide, featured prominently in both global news channels and major Chinese mainstream media including Global Times, Xinhua News and China Daily.
global news coverage
Global Times
Xinhua News
China Daily
"We are extremely grateful to all the suppliers who have made it possible for us to serve Norwegian seafood to the players every day. Please know that the boys really appreciate this," says Tom Fodstad, Head of Sales and Business Development at the Norwegian Football Federation.
