Skegness Called to Swap ‘Jolly Fisherman’ for Fish-Friendly Mascot

For Immediate Release:

28 July 2015

Gordon Miller 020 7837 6327, ext 229; [email protected].uk



PETA Urges Mayor to Appoint Jovial Fish as New Town Emblem

London – PETA is calling on Carl Macey, Mayor of Skegness, to swap the town’s Jolly Fisherman mascot with a modern animal-friendly version and has sent a re-working of the iconic holiday advert featuring a joyous fish with the words “Skegness: a Happy PLAICE”. In its letter, PETA notes that Skegness has “a unique opportunity to reach millions of people with a message of compassion by replacing [the] Jolly Fisherman mascot with one that does not evoke images of animals being impaled in the face or suffocated in giant ocean-destroying nets”.

“Experts agree that fish are sensitive, interesting animals who feel pain and have complex social structures”, says PETA Director Mimi Bekhechi. “Skegness should be remembered for fun seaside holidays rather than the violent occupation of its mascot. It’s time to send the Jolly Fisherman to a retirement home and give fish their plaice in the sun.”

Biologists have found that fish develop relationships with each other and grieve when their companions die. Some are capable of using tools, while others gather information by eavesdropping. Dr Sylvia Earle, one of the world’s leading marine biologists, has said, “I wouldn’t deliberately eat a grouper any more than I’d eat a cocker spaniel”.

That’s why PETA – whose motto reads, in part, that “animals are not ours to eat” – is offering to supply the local school district with £1,000 worth of VBites Fish-Free Fish Fingers if Skegness agrees to adopt the Happy Plaice as its new mascot.

A copy of PETA’s letter to the Mayor can be found here, and the promotional poster can be found here.

For more information, please visit