THIS is what you get when an imaginative fishmonger is trying to promote his marathon running endeavours.

Matthew Lancett, 39, of Malvern, is taking on London’s iconic 26.2-mile race on Sunday (April 26) and he created the fishy fundraising display to help promote his challenge.

The running man - made using salmon, cod and haddock fillets – was a wacky addition to the fish counter at Morrisons in Malvern where he works – and it certainly made a splash.

Supportive bosses at the supermarket backed the idea while shoppers were drawn to the counter to find out more about the ‘fish art’.

Mr Lancett said: “It was a fun way to celebrate London Marathon week.

“The store has been really supportive and a lot of people found the display quite funny.

“I’m really looking forward to the marathon now. I’m excited and nervous – a little bit of all emotions really.”

The long-distance runner is raising money for Cancer Research UK and Sue Ryder and has set himself a target of £1,000.

He has collected £977 so far and, if he reaches the four-figure goal, has promised his children that he will run in a purple tutu and headband – another fishy idea, perhaps.

To sponsor Mr Lancett’s marathon challenge visit virginmoneygiving.com/matthewlancett