Wishing You a Merry Fishmas: Video

“The holiday season is underway, and it’s a very special holiday here in Iceland. We call it Fishmas.” That’s how a new promotional video from Icelandic companies in the fishing industries begins.

The companies have decided to use a common origin seal, ‘Seafood from Iceland,’ in an effort to increase the value of their export. A marketing program has been launched in the UK to increase people’s awareness of the quality and wholesomeness of Icelandic fish, emphasizing that the utilization of fish stock around Iceland is self-sustaining.

The marketing effort, to be conducted mainly via social media, is called Fishmas, with an allusion to Christmas, since consuming fish is a feast in itself.

In the video above, titled “The Icelandic Fishmas Story” and produced by Brandenburg, you will find out that there is no Fishmas without Father Fishmas. His role is played by beloved actor and musician Egill Ólafsson.

“People from all over the world rely on him, for if there is no fish, there will be no Fishmas. Every day, he makes an early start, keeping schedule, as Fishmas is celebrated at least twice a week,” the story goes. Take a look at the video and see for yourself.

Fisheries Iceland and Promote Iceland are behind the marketing initiative, representing 30 businesses from all around the country.

In addition to the video, the website fishmas.com has been launched, where you can learn to cook ten different fish dishes.