The Results - phase 1. (December 1998).
Four weeks after the start of the campaign, Intrafish reported that the first figures were expected to be published; however these failed to appear. Jack Robert Moller said they had not collected enough data to draw any conclusions, but they were continuously working on it. Meanwhile, the influential German Fisch Magasin expressed concern about the campaign, suggesting that no one had taken any notice of it.
On January 14th, 1999, Intrafish reported that the first results of the generic campaign had indicated that it had been successful. In France, 45% of those surveyed claimed that they had seen the advertisement and 60% of those had said that it made them want to buy salmon.
In Germany, the response had not been so good with only 22% remembering the advertisement and only half of those saying that it had made them want to buy salmon.
Two weeks later, Intrafish reported that the Norwegian Seafood Export Council had experienced some difficulty in figuring out the exact impact of the first phase of the campaign, but the preliminary results showed that sales o f salmon in Barcelona increased by 51.6% as compared with those of December 1997. In Madrid the increase was 17.5%. During February, the EFF were hoping to present an evaluation of the campaign to date.
At the beginning of March, Mr Moller announced the second round of the campaign. This was due to take place over Easter. Mr Moller said that the first phase showed that it is important for the media campaign to be supported by a follow up type initiative from salmon exporting companies and the stores. He also said that they had learnt that the goal of increasing sales was too focused, as it is a long-term activity to build up new sales.
The only estimates of sales from the first round were those resulting from the Spanish market. Mr Moller said that it is much more difficult to measure the effects of the campaign in France and Germany, although he said that they had learned from the French campaign that the retail stores must take a much more active part.
As a consequence of their experiences, the second phase of the campaign would take place over Easter in just France and Germany and that the campaign would be different in these two countries. The reasons being that the French know salmon far better as a product, than the Germans.
The French campaign would last two weeks followed by a two week break then resuming from a further two weeks. In Germany, it was deemed that the campaign should be more concentrated so in order to build up consumer knowledge about salmon, magazine advertisements would be followed up by recipe inserts etc.
Fiskaren reported at the end of March details of market growth for the year 1997 to 1998, i.e. prior to the campaign. According to Jack Robert Moller of the EFF sales of Atlantic salmon had grown by 11.4, although the total market for salmon had remained static. This was because less Pacific species had been imported. The total market for Atlantic salmon was just over 100,000 tonnes. During November and December 1998, i.e. a similar period to that covered by the generic campaign in 1999, sales of fresh salmon had increased by 40% over 1997 figures.
Intrafish expanded on these figures suggesting that in Germany, market growth for Norwegian salmon was 30% with the whole market growing between 10 and 20%. The total market for salm on in Germany for 1998 was 83,000 tonnes, up from 70,000 tonnes the previous year.
The Results - phase 2. (Spring 1999).
In July 1999, EFF released the results of the Easter campaign. According to Intrafish, 39% of German women recalled seeing the campaign, a marked increase on the 22% from the first round. Consumption of salmon increased by 10% amongst those who had actually seen the advertisements, equating to a 2% increase for the whole country. According to EFF, the German campaign had a budget of NOK 12 million producing similar results to the Christmas campaign, which had a budget of double this amount (NOK 17.5 million?).
The Results - phase 3. (Autumn 1999).
No results have been published.