Kick-Ass New Campaign: “Mowi is Madness, Mowi is Badness” (Save the Date – May 4th)

 

 

 

 

 

 

 

Scamon Scotland today (16 February 2022) officially launched a new campaign against Mowi's deceptive advertising which will culminate in actions against Mowi on May 4th (details of the peaceful protests will be posted nearer the time online here but they will certainly include the Aquaculture Awards 2022 held at the Macdonald Aviemore Resort hosted by Dougie Vipond):

 

Photo Gallery via Scamon Scotland

 

 

Download the graphics online here

 

 

MOWI spoof salmon pack with garnish

 

 

Mowi is badness #2 Dead salmon

 

 

Mowi is madness #3 Norway flag

 

 

 

Mowi is madness #1 licey

 

 

Mowi Pioneering Reprehensible Farming Utter Shit since 1964 #3

 

 

Mowi Irresponsibly Farmed

 

 

 

 

 

Find out more on the protests on May 4th online here

 

Protests on May 4th

 

 

 

 

You may have seen Mowi's glossy advertising campaign featuring the tagline 'Mowi is Goodness':

 

Goodness #1

 

 

Goodness #2

 

 

 

 

You may have seen Mowi's TV adverts screened on primetime in the UK and in the United States using the taglines 'Tasti', 'Yummi' and 'Healthi':

 

 

 

 

 

 

 

 

 

Here's some alternatives taglines which may resonate better with the demographic who want to vomit when they are served pharmed salmon:

 

 

Mowi Taglines Yucki

 

 

Mowi Taglines Fatti

 

 

Mowi Taglines Unhealthi

 

 

Mowi is tasteless

 

 

Mowi is heartless

 

 

Mowi is hazardous

 

 

Mowi is dangerous

 

 

 

 

And here's some more honest packaging which showcases how some people would rather flush farmed salmon down the toilet rather than eat it:

 

 

Organic Ocado spoof

 

 

MOWI spoof salmon pack

 

 

 

 

Mowi attracted other spoof graphics as soon as it was rebranded in 2019 due to "negative consumer perception" in the name Marine Harvest:

 

Vomit MOWI spoof

 

 

Vomit

 

 

Bad Mowi blog #5

 

Ecohustler stickers on Mowi salmon

 

 

MOWI by Alexandra Morton

 

 

MOWI packakging spoof

 

 

 

 

 

 

Mowi's Mad Men announced in late 2018 that they wanted to be the Coca Cola of salmon!

 

Mowi retail chiller Salmon is Good #2

 

 

Mowi packaging

 

 

 

 

Wow – what an aspirational goal by Mowi to become the Coca Cola of salmon!

 

Coca Cola ads

 

Ad spoof blog #6

 

 

Coca Cola ads #3

 

 

 

 

 

Mowi reported in August 2021:

Ad spoof blog #4

 

Ad spoof blog #5

 

 

 

A press release published by Mowi in May 2021 reported:

 

Ad spoof blog #2

Ad spoof blog #1

Ad spoof blog #3

 

 

 

 

Mowi's MacLean's Nose salmon farm – where the advertising agency filmed for the advert – showcases the toxic nature of salmon farming.   Scamon Scotland reported earlier this month (3 February 2022):

 

 

 

Mowi Pure Bullshit

 

 

First up in a new series called 'Mowi's Pure Bullshit' is the claim that the Norwegian-owned giant is "hardly doing any chemical treatments at all" due to the use of cleaner fish (wrasse and lumpfish) and 'flushers' (freshwater and mechanical treatments such as a Hydrolicer, Thermolicer and Optilicer).  This preposterous claim was made with a straight face by Mowi's Loch Sunart manager Rosie Curtis in a BBC show called 'Grand Tours of Scotland's Lochs' (fronted by Paul Murton – not to be confused with comedian Paul Merton).    Watch the show on BBC iPlayer online here (it was originally broadcast in September 2018 but was repeated on Sunday 30 January 2022):

 

BBC Grand Tours of Scotland's Lochs #1

 

 

 

Scamon Scotland have captured Mowi's claims (in case BBC iPlayer deletes the show) – watch online here

 

 

 

 

 

Scottish Salmon Watch revealed last month the endemic use of toxic chemicals at salmon farms – including Mowi’s ASC-certified salmon farms at MacLeans Nose and in Loch Sunart.   Mowi’s MacLeans Nose salmon farm – managed by Rosie Curtis – reported a staggering 17 doses of Azamethiphos and Emamectin benzoate between January 2019 and June 2021:  

 

BBC Grand Tours of Scotland's Lochs #3

 

 

Scottish Salmon Watch wrote to the Aquaculture Stewardship Council last month (6 January 2022) asking them to withdraw ASC certification for Mowi's "farmed responsibly" Scottish salmon (including at Mowi's Loch Sunart salmon farms at MacLeans Nose and Invasion Bay):

 

 

 

 

Sufice to say.

 

 

 

 

No amount of greenwashing by Mowi's mad men will wash away the toxic nature of salmon farming:

 

Greenwash graphic #2

 

 

 

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