Herring Campaign in Europe for the Danish Pelagic Sector

Reykjavik, Iceland, 07.10.2025 – The Icelandic growth agency Ceedr, in collaboration with TBWA in Copenhagen, recently conducted a marketing campaign for Danish herring. The campaign targeted Germany, the Netherlands, Poland, and Sweden. An advertising video was produced and distributed primarily on social media, targeting consumers aged 25-55, who are considered the future consumers of herring.

According to Hreggviður Steinar Magnússon, the CEO of Ceedr, this was a three-month campaign for the Danish Pelagic Producers’ Organisation (DPPO). DPPO is an organisation representing Danish pelagic fisheries that target species such as herring, mackerel, sand eel, sprat, blue whiting, lesser silver smelt, and boarfish. The campaign was deemed necessary because sales of herring had declined in these countries, except in Poland. The primary focus was on Germany, the largest market, which accounts for about 48% of sales.

Campaign Goals and Messaging

The “Herring 52” campaign aimed to promote Danish herring as a healthy and environmentally friendly choice for consumers. The messaging highlighted that herring is rich in protein and has one of the lowest carbon footprints of all foods. The campaign’s slogan was, “Herring is pure goodness”.

Nutritional benefits were a key focus:

• Herring is a nutritious food rich in protein and high-quality Omega-3 fatty acids, which support heart, vascular, and brain function.
• It is also a unique source of vitamins D, B12, and A.

This is not Ceedr’s first international seafood marketing project.

In April, Fiskifréttir reported on a Ceedr campaign for the Canadian Groundfish Fish Council led by the Norwegian SDG\TBWA. That campaign encouraged Swedish consumers to choose Canadian yellowtail flounder as an alternative to Swedish plaice, which has been overfished. The result was an eightfold increase in sales of yellowtail flounder in Sweden for the Canadian fisheries.

Herring Campaign Results

To support the Herring campaign, recipes tailored to the target audience were developed and shared through a digital campaign. The main results were:

• The campaign achieved 13 million impressions, reaching a large audience.
• The advertising video, which showcased the benefits of eating herring, received 2.9 million views.
• 16,600 clicks led to a landing page, indicating genuine consumer interest and engagement.

Hreggviður Steinar Magnússon stated that the campaign successfully built positive brand awareness, strengthened the association between the product and health and sustainability, and generated measurable interest. This opens up possibilities for increased herring consumption in the future among the targeted nations and demographics.

Valgeir Magnusson stated that building a campaign where the brand and story are interesting and the point of difference is clear makes all the difference. B2B is not about being boring; it’s about delivering selling points. It is just as B2C about feeling and connections, just with a more targeted audience.

About Ceedr

Ceedr is founded on a drive to change the status quo using technology. Since our inception, we have specialised in digital media buying, ranking websites on search using SEO tactics, and helping brands across the B2C and B2B industries.

We’re not just igniting growth – we’re shaping the future of brands. Our relentless focus on performance and business success brings bold visions to life, turning strategies into measurable results and tangible growth. From disruptive creativity to cutting-edge technology, we craft experiences that captivate.

Whether you’re ready to scale or looking to make your mark, our tailored solutions are designed to ignite evolution and drive measurable impact.

We don’t adapt to the digital world – we redefine it!

To contact the Ceedr team, please fill out this form
https://www.ceedr.com/contact-us

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