Three of the UK’s top fish and chip shops that are leading the way in marketing innovation have today (Tuesday 22 November) been announced as the finalists in the 2017 National Fish & Chip Awards, organised by Seafish.

The three shortlisted businesses – Fish City in Belfast, Northern Ireland; Kingfisher Fish & Chips in Plymouth, Devon; and Papa’s Fish and Chips in Hull, East Yorkshire – will now compete against each other seeking to become the UK winner of the Marketing Innovation Award, as part of what are widely regarded as the ‘Oscars’ of the fish frying industry.

To secure a place as a finalist, shortlisted businesses have been appraised by industry experts across a wide variety of judging criteria including, target audience research and segmentation, marketing budget allocation, marketing and promotional activity planning, implementation and management of marketing plans, measurement of success, and importantly, resultant impact for the business over the past year.

Over the coming weeks the finalist shops will face further in-depth judging visits from an awards auditor who will review marketing innovation practices and also appraise the fish and chips on offer and the levels of customer service provided by staff. This final stage of judging will determine the overall winner that will be announced at the awards ceremony held in London on 26 January 2017.

Marcus Coleman, Chief Executive at Seafish, said: "Every year the judging for this award category gets tougher as the entrants continually showcase a variety of truly unique, inspiring and creative communication and marketing strategies – each and every one abundant with ingenuity and creative flair.

"With competition between the huge variety of food outlets in our towns, cities and communities fiercer than ever, an effective marketing and promotional strategy can be instrumental in the success of a business. It’s encouraging to see so many fish and chip businesses that share our determination to help raise the standards of the fish frying industry.”

Award sponsor Paul Williams, Managing Director at KFE, added: "KFE is proud to be this year’s sponsor of The Marketing Innovation Award. As a company, we fully embrace and understand the growing importance of creative marketing and branding.

"Over recent years, the fish and chip industry is recognising the many opportunities being created by marketing and advertising. Most of the top operators have their own branding, websites, logos, children’s clubs and fully understand the benefits a targeted marketing campaign can bring to their business.

"We hope by supporting this award and highlighting the strong qualities that our three finalists have, that other operators will be inspired to enter the competition to raise the profile of our national dish, fish and chips.” 

Culminating in an awards ceremony in London on 26 January 2017, 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 through 13 different award categories.

www.fishandchipawards.com. Follow @FishnChipAwards on Twitter for all the awards news and information.