Wonderhood Studios

London

Sarson's Save Your Chippy

Sarson's Fryday Campaign returns on National Fish & Chip Day to help save the Nation's beloved chippie's from closure

Background

The Sarson’s Fryday campaign, originally launched in 2022 by W Communications, was created to raise awareness of the rising costs affecting the UK’s beloved fish and chip shops. With chippies struggling due to increased ingredient prices and the ongoing cost-of-living crisis, the campaign aimed to drive footfall and encourage Brits to support their local fish and chip shops.

Objective

To prevent further chip shop closures by encouraging the nation to visit their local chippy just twice more a year while offering free portions of fish and chips to raise awareness.

Solution: Sarson’s Fryday 2023

Returning on National Fish & Chip Day (June 2nd, 2023), this year’s Sarson’s Fryday was bigger than ever, featuring:

A Nationwide Giveaway: Free fish & chips were handed out across the UK on June 2nd, with 50 free portions available every Friday until February 2024 - amounting to a one-tonne giveaway.
Eye-Catching Chip Art Installation: Designed to capture public attention and highlight the campaign’s mission.
Metro Newspaper Cover Wrap: On June 1st, Sarson’s dominated the Metro newspaper with a striking cover wrap, evoking the nostalgia of fish & chips served in newsprint.
Industry Support: This year, the campaign partnered with the National Federation of Fish Fryers to amplify its message and provide an authoritative voice for the industry.

“When we found out how many chippies are at risk of closing, we wanted to do something simple to help them. Using the media of newsprint that fish and chips typically comes in was a no-brainer: what better way to evoke the nostalgia of chippies and the taste of this memorable British icon? The ambition was to make commuters feel like the fish and chips are really there on the Metro cover. As if a chippy owner has just cooked them up, doused them in Sarson’s and slapped them down — complete with Sarson’s splashes and cooking oil bleeding through the newsprint. The fish and chips are printed completely to scale in mouth-watering detail, driving people to get in a Friday chippy tea.”
Tad Buxton & India Penny, Creatives at Wonderhood Studios

Increased awareness: of the crisis facing shops, with mass media coverage highlighting the campaign.

Drove consumer action: encouraging Brits to visit their local chippy more often to prevent closures.

Strengthened brand association: between Sarson’s and the UK’s most iconic takeaway meal.

Conclusion

By evolving the Sarson’s Fryday campaign, we successfully reignited public support for fish & chip shops at a crucial time. Combining creative media activations, consumer giveaways, and industry partnerships, the campaign proved that simple actions (like visiting a chippy just twice more a year) can make a real difference in preserving this beloved national tradition.