London e-bike hire company Forest just pulled off the kind of marketing stunt that actually works. They recruited Shahid, the original “One Pound Fish Man” who went viral in 2012 selling cheap fish from an East London market stall, to promote their new £1 ride pricing. Instead of one pound fish, it’s one pound e-bike rides. It’s silly. It’s perfect.
If you don’t remember Shahid, here’s the short version: his catchy market stall chant became a massive viral hit, landed him on X-Factor, and produced a dance remix that charted at number 28 in the UK. He became a genuine pop culture moment. He’s now based in Lahore, Pakistan, after his original UK visa expired, but his cultural footprint in London hasn’t faded.
How It Came Together
According to ebiketips, the idea started as a joke during Forest’s first campaign meeting. Someone suggested it, the room laughed, and then everyone realized it actually made sense. The whole thing went from concept to launch in about four weeks.
Forest’s team tracked Shahid down through Instagram and partnered with a production company in Lahore to film the collaboration. The brand’s creative team described him as “friendly, professional, and above all, a talented performer.” He’s also now got complimentary Forest rides for life, which is a nice perk for a guy who helped triple their search traffic.
Why This Is Worth Talking About
E-bike share companies don’t usually make headlines for their advertising. Most of them run the same bland “sustainable transport” campaigns that blend together into a forgettable blur. Forest did something different. They leaned into London culture, picked a collaborator with genuine name recognition and warmth, and made something people actually wanted to share.
The results speak for themselves. A 3x increase in app searches for £1 rides is a real, measurable outcome. That’s not just brand awareness. That’s people opening the app and looking for bikes near them.
For the broader e-bike industry, there’s a lesson here. E-bikes still have a perception problem in some circles. They’re either seen as toys for tech bros or mobility aids for older riders. Neither stereotype is helpful. Campaigns that feel human, that connect e-bikes to real culture and real communities, do more for adoption than any spec sheet ever will.
What’s Next for Forest
Forest has said they’re interested in “working with more London icons” and want their marketing to celebrate the city’s cultural roots. That’s a smart play. London’s e-bike hire market is getting crowded, and price alone won’t differentiate you for long. Building a brand that people actually like? That’s harder to copy.
Whether you’re in London and can actually use Forest’s service or you’re watching from across the pond, the takeaway is simple: the e-bike companies that’ll win long-term are the ones that figure out how to make people care. A catchy song about one pound rides is a pretty good start.
Source: ebiketips, April 2026