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Retail · October 2026
Project Slingshot’s Salmon Campaign
Tuesday 6th October, 2026
Project Slingshot urged Marks & Spencer to stop sourcing farmed salmon with an eight-week campaign featuring a satirical Chris Packham film, more than 5,000 London Underground adverts and emails to M&S’s chief executive. The film turns a salmon picnic into a pointed joke about sea lice, chemical treatments and the colouring of farmed salmon.
Why it worked: It hijacked M&S’s 20‑year supplier anniversary with a celebrity-fronted, citywide stunt and mass email tool that forced a timely right‑of‑reply.
The lesson: Consider timing your pitch to coincide with a brand milestone, pair it with a cheeky explainer film, and add a one‑click pressure mechanic.
Project Slingshot
Marks & Spencer
Scottish Sea Farms
6 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| thegrocer.co.uk | Marks & Spencer urged to stop sourcing farmed salmon by Project Slingshot | Tuesday 6th October, 2026 |
| thegrocer.co.uk | M&S urged to stop sourcing farmed salmon by Project Slingshot | Tuesday 6th October, 2026 |
| undercurrentnews.com | Anti-farmed salmon campaign targets London with 5,000 tube ads - Undercurrent News | Wednesday 7th October, 2026 |
| telegraph.co.uk | M&S accuses Chris Packham of ‘misleading’ salmon claims | Wednesday 7th October, 2026 |
| foodmanagement.today | Trade body says environmental campaign presents “distorted picture” of Scottish salmon | Food Management Today | Thursday 8th October, 2026 |
| telegraph.co.uk | Chris Packham’s war on farmed salmon is a problem | Friday 9th October, 2026 |