Norwegian caviar brand turns to 'Slow TV' trend for live stream campaign
Norwegian caviar brand Mills is live streaming barrels of roe from cod maturing as it looks to hop on the emerging trend of 'Slow TV'.
The concept of Slow TV sees viewers tuning in for relaxation rather than entertainment. The genre involves ordinary events filmed in their entirety with anything from knitting marathons to train journeys along the Norwegian coastline broadcast on national TV.
The craze for watching slow-moving activities in real time spread to the UK in May 2015 with BBC4 Goes Slow – a season of slow TV shows which featured relaxing activities such as canal boat trips and glass blowing.
Hopping on the trend Mills Caviar this week launched its own version set inside a storage unit in Finneidfjord, outside Mo i Rana in Norway.
From now until 19 July 2016, Mills will stream its ‘Super Slow TV’ project offering a slow glimpse into how Mills Caviar is made.
Øyvind Vederhus, head of communications at Mills DA, said: "Mills is a business that values tradition, but even if we’ve always been a bit tongue in cheek when talking about our products, we have to concede that filming roe barrels live for months may be the weirdest thing we‘ve done throughout our 130 year history.”
The project website will feature a “countdown to caviar” as well as information and images from the whole process.