It’s healthy, it’s organic, it’s delicious. Unfortunately, few fish are identifiable enough to be recognised in a movie or miniseries. “It’s not like a soda or a beer brand, where the branding is readily identifiable” said marketing expert Sam Marston of Brand Solutions. “When we were asked to make fish more visible in everyday media, we really found it hard to identify a hook. Then came the break through”
Which is why, on next week’s East Enders, Pauline will say “For goodness, hake!” and at first it will sound quite natural. Only later will the trade see the benefit. “Fish puns are funny, addictive and a great source of Vitamin D and other nutrients,” said Marston. And they work subliminally, meaning you don’t have to leave the actual fish involved under hot studio lights.”
