Client: Sea Fish Industry Authority
PR Team: PR21
Campaign: 13th Fish and Chip Shop of the Year competition
Timescale: July-November 2000
The Sea Fish Industry Authority, which promotes seafood to UK consumers,
organises an annual Fish and Chip Shop of the Year competition.
It was important that any PR21 activity could act as a platform for shop
owners taking part in the competition to raise the profile of their
For PR21 to promote the competition and boost fish and chip sales.
Strategy and Plan
PR21 employed Food & Drink presenter Jilly Goolden to prepare alcoholic
and non-alcoholic drink recommendations to accompany fish and chips.
PR21 organised photocalls for eight regional finalists.
The national final took place on 8 November at London's Cafe Royal.
Interviews with Goolden were secured on the Big Breakfast and Liberty
Radio. Ten regional radio interviews were done by finalists, following
the final judging on 7 November.
On the morning of 8 November, fish and chips were delivered to national
radio breakfast presenters, resulting in coverage on Radio 1, Radio 2,
Heart 106.5, Virgin and Capital.
Measurement and Evaluation
The finalists were made available for interviews, and press releases
were despatched leading to 45 pieces of national and regional
An exclusive TV interview with the winner, Les Manning from Crewe, was
negotiated for GMTV for 9 November.
Manning has reported a 40 per cent sales increase and that customers
have come from as far afield as the Isle of Man.