YORKSHIRE CHIPPY TICKS EVERY BOX FOR NATIONAL MARKETING AWARD

Yorkshire chippy ticks every box for national marketing award.

The Scrap Box in York has received its industry blue tick by winning the Marketing Initiative Award at the recent National Fish & Chip Awards, with the trophy handed over by broadcaster and actor Stephen Mangan.

Turning likes into bites takes great skill to build connections that take customers from behind screens to the front of chippy counters, and the National Fish & Chip Awards’ Marketing Initiative category is a celebration of those mastering the art of clever campaigns that reap rewards.

Standing out in crowded high streets and online spaces is becoming increasingly competitive and the Marketing Initiative Award provides chippies with a platform to showcase how they combine retail knowledge and expertise with creativity, innovation and storytelling.

Taylors in Stockport, Greater Manchester and Stones Fish and Chips in Acton, London were the other fantastic finalists that were beaten to the top post by The Scrap Box, which was crowned the winner for its finger-on-the-pulse video series ‘Will it Fry?’. It educated audiences about tasty but under-the-radar species of white fish, while simultaneously addressing fish pricing and sustainability from a compelling standpoint.

The Scrap Box delivered the campaign in collaboration with chef and influencer Andrej Urosevic, and working with the Marine Stewardship Council (MSC) and Seafood from Norway, it took fish and chip fans on a journey from filleting to frying to serving in the shop.

The mix of digital content, in-store promotions and trade partnerships helped drive media coverage, with the impact of seeing conversations about new flavours opening up among customers and industry suppliers alike.

After making a huge splash at the awards and also receiving the coveted Takeaway of the Year title, Aman Dhesi, who co-owns The Scrap Box with his brother Gavin, says of their Marketing Initiative Award success:

“Social media now carries real influence, and we believe it’s one of the most powerful tools we have to educate customers as well as inspire the industry. We’ve leaned into that by using engaging, creative content to highlight alternative fish species at a time when cod prices and quotas are under pressure. By showcasing new options through storytelling, videos, and accessible education, we’re helping customers make informed choices while supporting a more resilient future for fish and chips. To be recognised for that effort is a real honour.”

The UK’s official fish and chip competition has been rewarding excellence since 1988 and is organised by the National Federation of Fish Friers (NFFF), led by President Andrew Crook. He praises The Scrap Box for catching customers’ attention with the campaign:

“Hospitality businesses are jostling for points of difference and influence, and the Marketing Initiative Award highlights the operators which deliver great experiences just as well in the digital space.

“The Scrap Box team was able to clearly present its brand values, with a fantastic strategy that consistently encouraged engagement and interaction. ‘Will it Fry?’ was a masterclass in marketing – it was creative, timely and a commercial hit. The team hoped for the campaign to also position the takeaway as a traditional chippy that is leading the way in new ideas.  Mission well and truly accomplished!”

Backing this celebration of marketing excellence is award sponsor Agristo, the frozen potato processing innovator, with UK country director Richard Storer adding:

“There were some fantastic entrants showing innovative marketing ideas and flair. It was great to see so many marketing angles in what is a very hard-fought for marketplace. We are very honoured to be able to sponsor this award, and The Scrap Box should be proud of its achievement.”

The Scrap Box and the other winners from the awards have been invited on an exclusive study trip to Norway, hosted on board the long-liner vessel Geir, where they will see first-hand how Norwegian seafood is responsibly sourced at sea. The visit will give operators direct insight into the country’s science-led fisheries model, helping to bring origin, provenance and sustainability to life.

For more information and bits on the National Fish & Chip Awards, please visit: www.nfff.co.uk/awards.

Image: NFFF