Aker BioMarine won Nutraceutical Business & Technology’s (NBT) “Most Effective Marketing Campaign” award at Vitafoods Europe last week. The company was recognized for its Superba(TM) Krill oil launch in the UK, where the challenge was to introduce an entirely new category of omega-3s to the market and support the launch of Aker’s customers’ new krill oil products. This winning campaign focused on three key messages: Small, Red and Powerful.
The launch came at the perfect time, as market research revealed that a large percentage of UK consumers were looking for alternatives to current omega-3 offerings. In addition, retailers were looking for new products to revive growth in a maturing omega-3 category. Since the July 2012 launch, the Superba(TM) Krill campaign has delivered results above expectations – i.e., four new consumer products, several new marketing partnerships, and millions of media impressions – resulting in increased sales for Aker’s customers.
This most recent award achievement also comes on the heels of new research out of Europe’s leading supplement markets showing similar sentiments toward omega-3s – that consumers are most definitely looking for alternatives to current sources. According to Discovery Research Group, this was the case for 55% of consumers in France and 66% of consumers in Germany.
“We are excited to have won NBT’s Most Effective Marketing Campaign award because it gives us the added confidence to approach other European markets,” said Matts Johansen, Chief Operating Officer, Aker BioMarine. “As a vertically integrated company, we take full responsibility of our supply chain from sea to shelf and remain willing to make the necessary investments to support growth in key markets.”
For more information, please contact:
Becky Wright, +1 206-855-6736 x 210
Roar Hernes, +47 (241) 30123
Chris McReynolds, +1 206-660-6756
Lalen Dogan, +61-3-9999-1112
About SuperbaTM Krill
Superba(TM) Krill is a pure, natural source of the health-promoting EPA and DHA omega-3 fatty acids and the naturally occurring antioxidant astaxanthin. Superba(TM) Krill is unique in that the omega-3 fatty acids are provided in phospholipid form. In vitro, in vivo and human clinical research has demonstrated the safety and efficacy of Superba(TM) Krill.
About Aker BioMarine
Aker BioMarine is a vertically integrated biotechnology company dedicated to the sustainable harvesting of krill and development of krill-derived biotech products. The company supplies biomarine ingredients through an optimized value chain. Aker BioMarine’s Superba(TM) Krill products are provided with 100% traceability from sea to customer. Only Aker’s krill fishery has been awarded Marine Stewardship Council (MSC) certification.