Forest taps £1 Fish Man for £1 rides push

Forest has launched a new in-house campaign built around its £1 ride offer, teaming up with viral internet figure the “£1 Fish Man” to bring fresh attention to its pricing model.

The London e-bike operator has recast the star of 2012’s One Pound Fish video as its new ‘Chief Bargain Officer’, using his familiar persona to spotlight rides priced at £1 for 30 minutes.

The work plays on the cult status of the original clip while giving it a new role aimed squarely at city riders looking for affordable ways to get around.

The campaign went live on social media on Friday and has already generated 3 million views across TikTok and Instagram, pointing to strong early momentum for the brand’s latest push.

Forest is also taking the idea beyond social. Digital billboards have appeared on Blackfriars Road, one of London’s busiest cycling corridors, featuring the ‘£1 ride man’ and reinforcing the brand’s value-led message in a high-traffic location.

Alongside the creative, the campaign shines a light on Forest’s new ‘nearby bikes’ feature, which helps users find the best-value rides in the app.

These are marked with distinctive gold bike pins, making it easier for Londoners to spot a £1 journey nearby.

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