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Innovative Fish and Chip Marketing Celebrated in National Fish and Chip Awards Shortlist

Article Date: 2019-11-07

Fish and chip businesses that showcase exceptional skills in marketing, promotion and campaign delivery are being celebrated today with the announcement of the top three shortlisted finalists in the Marketing Innovation Award, one of 14 categories in the 2020 National Fish & Chip Awards.

The shortlisted businesses are:

  • Fish ‘N’ Fritz, Weymouth, Dorset
  • Fylde Fish Bar, Burscough, Lancashire
  • Shap Chippy, Shap, Cumbria 

Organised by Seafish, the public body that supports the £10bn UK seafood industry, the National Fish & Chip Awards is a prestigious annual competition which celebrates excellence in the fish and chip industry.

The Marketing Innovation award category gives businesses the opportunity to be recognised for their innovative marketing campaigns, social media content, marketing strategy planning and delivery of marketing assets as well as creative public relations and local community engagement activities.

The judging criteria assessed overall marketing and promotional activity over the last twelve months, ability to research and plan campaigns and measuring success from their diverse range of marketing activities. The shops were also judges on factors such as customer service, staff training, market intelligence as well as their quality of fish and chip product.

Marcus Coleman, Chief Executive Officer at Seafish, said: “Competition for customers has intensified  with the increasingly wide variety of takeaway food businesses across the UK.  Fish and chip shops and restaurants, such as the three shortlisted businesses, have  must keep ahead of the curve by cleverly marketing their business and products to ensure they appeal to both their loyal customers and to potential new customers.

“All of the shortlisted finalists have demonstrated truly unique marketing strategies, creative thinking and the ingenuity required to set their businesses apart from competitors. While selling a great portion of fish and chips is the cornerstone for any business in the trade, those who have harnessed the power of effective marketing are really reaping the rewards in a fiercely competitive industry.”

Isaac Fisher, General Manager at award sponsor Pukka, said: “Ever since we first started making and baking pies in 1963, fish and chip shops have been – and always will be – at the heart of our story. The quality of their marketing and promotional activity is key to growth and we’re thrilled to have the opportunity to recognise fish and chip businesses that lead the way in creativity and innovation, setting a high standard for their industry peers to aspire to.

“Through our sponsorship of the Marketing Innovation award, we want to encourage all fish and chip shops and restaurants to strive for marketing excellence as it has a positive impact, including attracting new customers and in turn, increasing sales.”

Pukka, the nation’s favourite fish and chip shop pie brand, launched their biggest ever cross channel campaign this Autumn – the People’s Pie – to drive footfall into fish and chip businesses across the country. The campaign has so far reached over 32 million people nationwide and will return to screens early on in 2020, following positive feedback from the industry.

Over the coming weeks the three businesses will be judged again for consistency in their product and customer service. The winner of the Marketing Innovation Award will be announced at the 32nd National Fish & Chip Awards Ceremony in London on 23 January 2020.

For information on all announced awards shortlists, please visit

To keep up to date with news of forthcoming awards announcements and results visit:

Fish Friers