CAMPAIGNS: Event PR - PR21 chips in for 2000 Sea Fish award

Client: Sea Fish Industry Authority

PR Team: PR21

Campaign: 13th Fish and Chip Shop of the Year competition

Timescale: July-November 2000

Budget: Undisclosed

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.

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