BBQ Season Starts at PLUS

New VÅRLAKS label, summer campaign and a chance to win exclusive BBQs.

Together with PLUS, we have launched a new in-store summer campaign focused on visibility, inspiration and bringing salmon back where it belongs this time of year: on the grill.

Across PLUS stores, shoppers will now find VÅRLAKS with a fresh new label design and the chance to win exclusive VÅRLAKS branded BBQs through a seasonal giveaway campaign. A campaign built around summer, grilling and making salmon a natural part of BBQ season.

But for us, this campaign is about more than just a giveaway.

In-store visibility matters

At VÅRLAKS, we strongly believe in the importance of in-store branding and visibility. The shelf is where the real decision happens. In just a few seconds, customers decide what stands out, what feels trustworthy and what ends up in their basket.

That is why we continue investing in how VÅRLAKS is presented in-store. Not as an extra, but as an essential part of building the brand. Clear communication, recognizable branding and strong visibility help customers quickly understand what VÅRLAKS stands for.

A fresh new look on shelf

As part of the campaign, VÅRLAKS is now available with a fresh new label design. The updated look creates stronger visibility on shelf while staying true to the identity of the brand: Arctic-raised salmon, transparency and simplicity.

The new design helps create a more recognizable and consistent presence in-store while fitting naturally within the premium seafood category.

Salmon belongs on the BBQ

For many people, BBQ season is all about meat. We want to show that salmon deserves a place on the grill too.

VÅRLAKS salmon is perfectly suited for BBQ season thanks to its rich texture, clean flavour and versatility. Whether grilled whole, prepared on cedar wood or served in lighter summer dishes, salmon works naturally on the BBQ.

With the BBQ giveaway campaign, we wanted to create something visible, seasonal and fun for shoppers during the summer months.

Built together

This campaign was developed together with PLUS and supported by Seafresh. A strong collaboration focused on visibility, experience and bringing the VÅRLAKS story to the shelf.

Good to see it live in stores.

Let’s grill some VÅRLAKS.