Nothing says fresh fish like it coming to life in the supermarket.
To prove how fresh its fish is, Mila teamed up with Y&R Poland, to create a stunt which saw shoppers bemused by Mila fish boxes bouncing around in the freezer as if the fish inside was still alive.
The boxes look like any normal Mila fish box, but connect to a proximity senor, via WiFi, so as to jump around when shoppers approach the freezer.
The result is some entertaining, and slightly concerned, reactions as some think they are watching a fish slowly die inside the box.
For those unable to see it for themselves, the prank was also extended online with a website showing the store in real time. Visitors to the site had the power to activate the fish and watch it play out.