Vicky Beercock

Role: Cake PR account team
Duration: March 2008 - March 2009

Overview:
During my time at Cake Group, I worked on the Sainsbury's account, delivering impactful campaigns that combined creativity, sustainability, and media engagement. One of the flagship projects I contributed to was the "Colin the Pollock" campaign, which aimed to reposition pollack as a sustainable, guilt-free alternative to overfished cod. This campaign not only transformed the perception of pollack but also showcased Sainsbury's commitment to sustainable sourcing. Additionally, I supported on the Christmas Journalist Gifting Campaigns, which successfully built relationships with journalists through seasonal gifting, resulting in positive media coverage and brand advocacy.

"Colin the Pollock" Campaign – Rebranding for Sustainability

Objective:
The campaign aimed to raise awareness around the sustainability of pollack as an alternative to overfished cod, using the rebranding of the fish as "Colin" to appeal to UK consumers. The goal was to increase consumer acceptance of pollack, making it a viable option for family meals, particularly during the Lenten season leading up to Easter.

Key Campaign Achievements:

Rebranding Strategy:
The strategy focused on making pollack more approachable and less intimidating to customers. By renaming it "Colin", we worked to change its image from an unfashionable fish to an exciting, versatile, and sustainable choice. The name Colin was chosen because it was the French term for pollack when cooked, reflecting France's appreciation of the fish and making it sound more palatable to British consumers.

Media Outreach & Press Coverage:
The rebranding sparked national press interest, with the campaign featured in top outlets such as The Guardian, BBC News, and The Times. The story of the image makeover of pollack, alongside the "Colin and Chips" campaign, gained significant traction. This helped raise awareness about the importance of sustainable fish sourcing and contributed to Sainsbury’s positioning as a leader in the sustainability space.

Consumer Education & Engagement:
Messaging was developed to educate the public on the benefits of eating pollack over cod. Through the catchy and playful "Colin and Chips" tagline, we invited customers to swap their usual Friday night fish-and-chips meal with Colin the Pollock. By highlighting its similar taste and texture to cod, we made the sustainable choice a more accessible and attractive option for families.

Celebrity & Expert Support:
The campaign gained support from celebrity chefs and sustainability experts who lent their voices to promote the versatility of pollack. Their endorsement encouraged consumers to try the fish, leveraging the authority of trusted figures to build credibility for the campaign.

Packaging & In-Store Execution:
Collaborated with designers, including Wayne Hemingway, to create Jackson Pollock-inspired packaging, which added a creative, artistic twist to the product’s visual identity. The limited-edition packaging was rolled out in select stores and was designed to catch the eye of customers, reinforcing the idea of pollack as a trendy and eco-friendly choice.

Sustainability Impact:
By encouraging UK consumers to buy pollack, Sainsbury’s contributed to the reduction of cod consumption and supported sustainable fishing practices. The campaign helped educate the public on the environmental benefits of consuming fish like pollack, which is in abundant supply off the British coast.

Christmas Journalist Gifting Campaigns – Seasonal Engagement

Objective:
The goal of the Christmas Journalist Gifting Campaigns was to engage key journalists and media influencers during the festive season, fostering relationships and securing positive press coverage for Sainsbury’s products and seasonal offerings.

Key Campaign Achievements:

Strategic Gifting Campaigns:
Led the development of a personalised gifting strategy designed to appeal to journalists and media contacts during the holiday season. This included a curated selection of premium Sainsbury's food products, including festive treats and exclusive hampers. The campaign aimed to ensure Sainsbury’s products stood out during the competitive Christmas media period.

Engaging Packaging & Presentation:
Worked with the team to create visually appealing, well-designed hampers and gifting boxes, ensuring that the unboxing experience was exciting and memorable. These gifts were carefully curated to highlight Sainsbury’s premium offerings, positioning the brand as a go-to destination for Christmas dining and gifts.

Media Relationships & Press Coverage:
Through targeted gifting to food writers, lifestyle journalists, and key industry influencers, the campaign garnered significant media coverage. The personalised approach ensured that Sainsbury’s was front of mind for journalists covering the festive season, resulting in widespread exposure in national and regional publications, as well as lifestyle blogs and food influencers.

Enhanced Brand Advocacy:
By building goodwill with journalists, we fostered long-term relationships that contributed to ongoing brand advocacy. The gifting campaign helped position Sainsbury’s as a thoughtful, consumer-focused brand during the busy Christmas period, driving both brand awareness and positive sentiment.

Skills Developed:

Creative Campaign Development:
Enhanced my ability to develop innovative campaigns that leverage both humour and education to change consumer perceptions. The "Colin the Pollock" campaign demonstrated how creativity can engage consumers while tackling serious environmental issues.

Influencer & Media Relations:
Strengthened my expertise in building strong relationships with journalists, securing press coverage, and driving engagement through strategic gifting and media outreach.

Brand Positioning & Messaging:
Developed a deeper understanding of how to position brands in the market, particularly in terms of sustainability, and create messaging that resonates with consumers on both emotional and functional levels.

Sustainability Communication:
Gained valuable experience in communicating sustainability initiatives effectively to a broad audience, ensuring the message is both compelling and actionable.