Sainsbury’s is proud of its values – in particular its belief that it sources its food with integrity. In 2008 it invited Cake to help promote its status as Britain’s biggest retailer of pollack. A tasty white fish, with high stocks and a good price – logically it should be flying off the shelves. But it wasn’t. It required a makeover.

In a nod to French sophistication, the Pollack was give its French name, “Colin,” pronounced “Coll-an,” repackaged and represented in Sainsbury’s stores.

The story captured the attention of the UK media at every level resulting in over 350 stories in the national media. Sales of Pollack rose by 68% across all Sainsbury’s stores within a month. 2 years on the Colin effect is still being felt as sales of the fish continue to rise.