Never Mind the Pollacks

Cake was tasked with raising awareness of Sainsbury’s Corporate Responsibility activities to deliver stand out coverage and a customer behaviour changing campaign.

Specifically looking at Sainsbury’s CR principle ‘Sourcing with Integrity’, Cake identified the insight that while customers were aware of dwindling cod stocks, they were not changing their behaviour to purchasing the obvious alternative, pollack.

When Cake quizzed the fish buyer to identify why pollack wasn’t popular it became clear that there was little customer awareness compared to common cod, on how to cook it or what it tasted like, and that it’s slightly embarrassing sounding name was also a barrier to purchase.

The solution? A complete fish based re-brand from the down-market ‘pollack’ to the more appealing Francophile ‘Colan’ or Colin as it’s pronounced in English. Re-branding, re-packaging and re-launching the fish to UK media and consumers led to a 68% increase in sales and a satisfied client following 350 pieces of UK media coverage – including The Guardian front page – and an 87:1 return on investment. Four months later, pollack had secured a place in the top ten selling fish in the UK thanks in some part to the Cake campaign for Sainsbury’s

Summary

350 pieces of coverage, PR value of £1.6m (independently calculated by MediaProof), 137m OTS.  The cost of the campaign was £18,500; campaign ROI of 87:1. This is separate to the commercial value of a 68% sales uplift.

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