Carrot sales in Norway rose 25.4% year-on-year during the World Cup, an increase dubbed the “Haaland-effekt” and linked to football star Erling Haaland’s well-known habit of eating carrots. Haaland featured in a Bama advertising campaign promoting carrots, while his popularity surged during the tournament.
Marketing expert Steve Martin said Haaland’s authenticity and growing appeal beyond football could help him achieve a level of recognition similar to other globally recognised sports figures. For Norway’s fresh-produce industry, the sales increase illustrates how a celebrity’s public habits and advertising presence can influence consumer interest in a product.