Muhammad Shahid Nazir, a Pakistani fishmonger working at Queen's Market in Upton Park, London, created the chant to attract customers to his stall. A video of him singing it was uploaded to YouTube in 2012 and quickly went viral, leading to a recorded studio version released as a single that reached the UK Singles Chart that Christmas. The simple price hook and joyful performance made it easy to remix and quote, so it survived as a familiar meme sound long after the chart run.