IT is a campaign that the Sainsbury’s superstore in Portswood, Southampton, hopes customers will go for hook, line and sinker.

As part of a nationwide campaign called Switch The Fish, more than 100 customers at Sainsbury’s were given free fish.

Supporting the campaign was Southampton Test MP Alan Whitehead, who visited the store.

Research from Sainsbury’s found that 74 per cent of people in Southampton do not meet Government guidelines of eating two portions of fish a week, while a fifth of people from Southampton are unaware of how to cook fish properly.

As part of the campaign, for each pack of fish that is sold, a 5p donation will be made to the Fisherman’s Mission charity.