The Solution

As part of the ongoing Proud to Serve Quality Fish & Chip Shops of Great Britain campaign, we created an integrated launch for the sachets to fish and chip shops, focused around the messaging of ‘You asked, we answered!’, based on the fact that chippies had been requesting sachets for some time. The campaign featured quotes from real life fish and chip shops requesting the sachet as well as key selling points. The aim was to ensure all fish and chip shops were aware of the new sachet format and how it could benefit their business, helping them to provide a Covid safe service and a convenient solution for take-away and delivery by allowing consumers to add their own vinegar. The campaign included a launch video, high impact advertising with sampling, direct mail, email marketing, social media and PR to ensure the launch reached all quality fish and chip shops.

Firstly we brought the sachet to life via the medium of video, which was used both for virtual trade shows and on the website hub www.switchtosarsons.co.uk, along with featuring on the dedicated Facebook page @Sarsonsforchippies. As part of our multi touch-point strategy, the sachet appeared in dedicated ads including whole pages and double page spreads, along with online banners across key fish and chip shop titles and editorial coverage driven by PR. The flagship media placement was a high impact front cover flap on Fish Friers Review including a tip-glued sachet, getting the product directly into chippies hands. This was followed up with a postcard mailer to 10,000 fish and chip shops nationwide driving them to order through stockists, as well as an e-shot to publication databases to highlight the new format. All in all the campaign hit hard across the fish and chip shop sector, as well as gaining wider coverage in foodservice titles through PR.