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Goodbye to Out-of-Season Salmon

PR Campaign

Monday 2nd November, 2026

More than 120 chefs, including Massimo Bottura and Norbert Niederkofler, are calling on restaurants to remove salmon from menus when it is out of season. The hook is a simple, provocative challenge to a widely loved and heavily purchased fish, backed by a large group of chefs.

Why it worked: It turned a staple into a scandal by uniting 120 high‑profile chefs behind a clear seasonal ban, creating conflict and urgency.

The lesson: Consider rallying credible insiders to publicly retire a beloved default for a set period, then offer a named alternative challenge.

1 Source:

Coverage over time

How this story spread across the media

Publication	Headline	Date
lastampa.it	The campaign by 120 chefs urging us to say goodbye to salmon	Monday 2nd November, 2026

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