As the largest global producer of salmon and premium-cut fish production, MARINE HARVEST decided to turn their premium product
off-cuts into a hearty stock and soup range that would break through the already negative association on shelf.

This creative direction leverages the Scandinavian roots of the brand, while focusing on a playful tonality to help differentiate from the already unpopular lunchtime fish category.

The following concepts were the initial stages of work and not the final approved creative

Second Round of Creative
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