The UK fish and chip shops leading the way in marketing innovation were announced today (Tuesday 20 October) as part of the 2016 National Fish & Chip Awards, organised by Seafish.

The three shortlisted businesses –

• Burton Road Chippy in Lincoln, Lincolnshire
  
• Harbourside Fish & Chips in Plymouth, Devon
  
• Simpsons Fish & Chips in Cheltenham, Gloucestershire
  

They will now go head to head as they ‘fry’ for glory in the race to bag the prestigious Marketing Innovation Award.

To get to this stage and secure a place in the coveted shortlist, shops have been appraised across a variety of judging criteria including how businesses research and segment their respective target audiences, how marketing budget is planned, actioned and managed, evidence of actual activity, what processes are in place to measure any success and importantly, evidence of the impacts that marketing activity has had on respective businesses over the past year.

Each finalist demonstrated a unique innovative marketing strategy which not only benefitted their businesses, but their respective wider community. Burton Road Chippy grasped the opportunity to add a touch of fish and chips to the 800th year of the Magna Carta in Lincoln’s historical celebration. Designing their own unique Lincoln Baron sculpture as homage to the nation’s favourite dish married with strategic partnerships and discounted vouchers resulted in a 10% increase in sales in just two months.

With children in Cheltenham thinking potatoes came from trees and chips came from a packet, Simpsons Fish & Chips developed a creative, fun marketing strategy to inform children on the origin of fish and chips. By inviting children into the shop to make fish cakes to creating an entertaining book for local libraries, dentist and doctors waiting rooms, Simpsons Fish & Chips passionately delivered a successful campaign to benefit their loyal family customers. 

Harbourside launched a campaign dedicated to combat myths that takeaways are unhealthy by having their meals nutritionally analysed to give customers an accurate calorific value. Creating a specific ‘healthier options’ menu that was promoted through social media, comparison posters and information flyers, offered customers a wider choice of meal options and contributed to increased sales.

Over the coming weeks, the shortlisted businesses will be subjected to mystery judging visits from an awards auditor who will be reviewing marketing innovation practices. This final stage of competition judging will determine the winner that will be announced at the awards ceremony to be held in London in January 2016.

Recognising fish and chip businesses that demonstrate excellence in their creative marketing strategy and use of effective promotional techniques, the Marketing Innovation Award is open to all establishments across the UK and highlights how outlets use innovative thinking and practices to develop and implement their communication strategies.

Award sponsor Louise Marshall, part of The Q Partnership marketing team, commented: "The Q Partnership is delighted to support the Marketing Innovation Award. As a partnership we strive to bring new innovations to the trade with a special focus on marketing.

"Through sponsoring this award our aim has been to encourage as many Fish & Chip takeaways and restaurants to get involved and to understand the benefits that marketing can bring to their businesses.

"The three finalists have clearly demonstrated a passion and creative flair for innovative thinking as part of their marketing strategy. 

"We hope that they will inspire other people to follow their great lead, which will not only promote their individual businesses but will also add weight to the marketing campaign for Fish & Chips overall, our nation’s most treasured dish.” 

Paul Williams, Chief Executive of Seafish, said: "The aim of the National Fish & Chip Awards has always been to showcase the very best fish and chip businesses and individuals in the UK, while setting incredibly high standards for the rest of the industry to aspire to.

"With competition between food outlets fiercer than ever, an effective marketing and promotional strategy can be instrumental in the success of a business, therefore the importance of this award category should not be overlooked.

"This year entries have showcased some truly unique and inspiring communications strategies, abundant with ingenuity and creative flair. 

"I’d like to offer my congratulations to the finalists but also thank them for upholding our high industry standards and helping us to reinforce the UK’s reputation as the home of the world’s best fish and chips.”

Culminating in an awards ceremony at The Lancaster London Hotel on 20 January 2016, The National Fish & Chip Awards are recognised as one of the most prominent and respected seafood industry events in the UK. Widely considered as the ‘Oscars’ of the fish frying industry, they celebrate the great British tradition of fish and chips, recognising the best talent, quality and choice offered by fish and chip businesses.