MOWI – Seafood Expo Global 2019

MOWI – Seafood Expo Global 2019


Agencies: Creaplan nv

Client: MOWI

Event Name: Seafood Expo Global 2019

Agency Website:

The Brief

Seafood producer MOWI asked us to create a stand that revolves around their brand values: authenticity, pureness, caring for the planet and people, back to basics. They wanted to clearly incorporate their new logo and branding, and link to their Scandinavian roots.
They wanted to emphasize the essence of ‘good food’ and allow their visitors to taste their products on the stand.

The Solution and Activation

Creaplan delivered on all fronts, starting with implementing the brand values. One of the eyecatchers of the stand is a large cooking rack filled with kitchen utensils and ingredients, underlining the purity of the MOWI products. The herringbone pattern in the back wooden wall of the stand reminds of fish and the ocean. Details all around like sheepskin plaids refer to the Scandinavian roots of the company.

The hospitality aspect was very important to the customer, so we provided a long dining table, several smaller cosy tables and decorated everything nicely so the stand almost feels like a restaurant. In the centre of the stand we put an open kitchen for live cooking demonstrations, to bring the products closer to people and involve them in the preparation.

We put the new MOWI brand in the picture by putting emphasis on the large Omega-logo, grand atmospheric visuals and imagery and LED walls.

The Results

At this edition of SEG, MOWI used the stand to present their new name and brand to their customers. They welcomed many customers, suppliers and other external contacts who were interested in both the products and the company. Press, visitors and MOWI’s employees were attracted to the stand and even called it ‘the best stand MOWI ever had’.

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