JKR

Sainsbury’s have re-branded the unloved but generally more sustainable pollack as “Colin” (Co-lan is French for cooked pollack), and got Wayne Hemingway to design a Jackson Pollock inspired pack. They are encouraging us to try Colin and chips.

The naming approach would normally be a jokey aside in a brainstorm, and the packs look less than appetising (or ugly to be more straightforward). But on the other hand it’s great to see packaging, especially with a sustainability message, which is just so off the wall. The free publicity Sainsbury’s have earned with such an idiosyncratic approach is probably of far more value than the conventionally attractive packaging they will presumably move to once they feel they’ve got our attention.