Fish and chips – the nation’s favourite dish! But with stiff competition from other fast foods, it was time to promote sales of the original and best fast food.

The annual Fish and Chip Shop of the Year Competition proved the ideal way to promote great shops and fantastic takeaways. Each year, media coverage was impressive locally and nationally and the challenge was always to beat the previous year’s results.

PR was the sole promotional tool, centred on an innovative press kit packed with historical facts, celebrity quotes, regional traditions and photography. A celebrity photocall kick started the search for the UK’s best chippy!

Broadcast and print coverage was achieved from the press kit and working with regional and national media to secure interviews with mystery judges, regional winners, and taste panels.

In total the media coverage was valued at £2m, achieved for a tiny percentage of that cost.