Cook occasionally called in to Clive Bull's night-time phone-in radio show on LBC in London. Using the name "Sven from Swiss Cottage", he mused on love, loneliness, and herrings in a mock Norwegian accent. Jokes included Sven's attempts to find his estranged wife, in which he often claimed to be telephoning the show from all over the world, and his hatred of the Norwegian obsession with fish. While Bull was clearly aware that Sven was fictional, he did not learn of the caller's real identity until later.