Hit or miss

Supermarket aims to increase sales of unpopular pollack by renaming it colin.

Fishy business: Wayne Hemingway with new product
Fishy business: Wayne Hemingway with new product

Fishy business Colin and chips, anyone? Assisted by designer Wayne Hemingway, Sainsbury's this week launched an eyecatching campaign to get British consumers to buy pollack as an alternative to cod. The cunning plan was to rebrand the UK fish as colin - the French word for hake, another member of the cod family. With PR help from Cake Group, the story gained prominent national coverage.

HOW I SEE IT

Matt Neale, Co-MD, Europe, GolinHarris

To my frustration, sub-editors have already used every pun in the book to christen the campaign to rename pollack as colin, so I won't fish for any more. The idea of rebranding an ugly, unfashionable but ethical fish is genius. It will raise a smile in the supermarket aisle and should cater to the environmental lobby, which has long been calling for an alternative to cod. Perhaps the marketing teams at Tesco and Asda could take the campaign further and appeal to the hearts and minds of busy mums and red tops alike through celebrity partnerships? It's fertile ground. Imagine brokering deals with A-list agents to promote Justin Timberhake, Tuna Turner, Cheryl Sole or Denise van Trouten. Perhaps Waitrose could even call up Salmon Rushdie? I'll stop now.

HIT.

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