Hemingway designs packaging for Sainsbury's big fish rebrand

by Nikki Sandison, Brand Republic 07-Apr-09, 14:15

LONDON - Red or Dead founder Wayne Hemingway and the Hemingway design team have designed limited edition packaging for Sainsbury's pollack, which has been renamed Colin to encourage the British public to try the fish.

st1\:*{behavior:url(#ieooui) }

Sainsbury's renamed the fish after 'colin', the French word for pollack when cooked, after insight revealed that customers were embarrassed asking for pollack.

The French by contrast import over 70% of it from UK waters, where pollack is abundant.

Hemingway's packaging, featuring the strapline "Colin by name, pollack by nature", will be printed on 2,000 packs and trialled in 10 stores.

Hemingway said: "Image really is everything; so to help 'Colin' stand out on-shelf we've used bold, bright colours and a design that is cheekily inspired by another well-known Pollack (artist Jackson Pollack) [the artist's name is actually spelt 'Pollock'].

"The new-look 'Colin' sleeve will be the star of the Sainsbury's store."

Sainsbury's will also use recipes from London's oldest French restaurant Mon Laisir to promote the fish.

The redesign is part of Sainsbury's campaign to address dwindling cod stocks by highlighting that other more sustainable species are just as tasty and often cheaper.

Sainsbury's pollack is priced at £9.90 per kilo while cod is £11.49.