A Radio Advertising Campaign For Fish and Chip Shops in Cumbria fe a t u r e w h a t ’s h o t 18 • To encourage more people to go into fish & chip shops to buy fish & chips. • To create an awareness of the nutritional values of fish & chips in comparison to other fast food take-aways. The advertising campaign and the promotional activity were aimed at the general public… For a 3 week period during September & October there were 6 advertisements a day Monday to Friday and 4 advertisements on Saturday. This amounted to 102 advertisements over the 3 weeks. Each advertisement lasted for 30 seconds. The objectives of the campaign were simple: Fish & Chip Shops In Cumbria ALL Benefit From The Latest COLBECK Radio Advertising Campaign During October Henry Colbeck Limited organised and funded a radio advertising and promotional campaign in Cumbria using the “air-waves” of Radio CFM in Carlisle to profile FISH & CHIPS. This campaign is just part of the Henry Colbeck Limited philosophy of actively supporting the fish & chip shop market.
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A Radio Advertising CampaignFor Fish and Chip Shopsin Cumbria
fe a tu r ew h a t ’s hot
18
• To encourage more people togo into fish & chip shops to buyfish & chips.
• To create an awareness of thenutritional values of fish & chipsin comparison to other fastfood take-aways.
The advertising campaign and the promotionalactivity were aimed at the general public…
For a 3 week period during September & Octoberthere were 6 advertisements a day Monday to Fridayand 4 advertisements on Saturday.This amounted to 102 advertisements over the3 weeks. Each advertisement lasted for 30 seconds.
The objectives of the campaign were simple:
Fish & Chip ShopsIn CumbriaALL BenefitFrom The Latest COLBECKRadio Advertising CampaignDuring October Henry Colbeck Limited organised and funded aradio advertising and promotional campaign in Cumbria using the“air-waves” of Radio CFM in Carlisle to profile FISH & CHIPS.
This campaign is just part of the Henry ColbeckLimited philosophy of actively supporting thefish & chip shop market.
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SCRIPT 1Would you be surprised to know that Fish and Chips contain significantly less caloriesthan most other takeaways?
Surprising as it seems, an average portion of Fish and Chips contains just 862 calories.That’s up to 36% less than many other fast foods.
Pleasantly surprising!
It’s the nation’s favourite… Fish and Chips. Delicious, nutritious and great value.Treat yourself today.
A message from Henry Colbeck. The leading supplier to Fish and Chip shops.
SCRIPT 2Imagine eating three heaped spoonfuls of salt. Well you may actually eating be more,every time you tuck into your usual takeaway.
Too much salt can lead to heart disease and high blood pressure.
The Government recommends we should have no more than one rounded teaspoonof salt per day.
And there’s one takeaway food that contains no added salt
It’s the nation’s favourite… Fish and Chips. Delicious, nutritious and great value.Treat yourself today.
A message from Henry Colbeck. The leading supplier to Fish and Chip shops.
SCRIPT 3What would you say if I told you there was a takeaway food that was 100% natural,with no added salt, colouring or preservatives.
What if I told you it contained three times less fat than other fast foods.
And what if I told you it was a great source of iron, vitamins and calcium.
You’d probably say… ‘what is it?’
It’s the nation’s favourite… Fish and Chips. Delicious, nutritious and great value.Treat yourself today.
A message from Henry Colbeck. The leading supplier to Fish and Chip shops.
The Scripts…
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Radio Advertising Campaign isa Winner!
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To advertise the promotion HENRYCOLBECK LIMITED produced a large, fullcolour poster and this was mailed out toevery fish & chip shop in the CFMbroadcast area. All that the fish frier hadto do was to hang the poster in theirshop window and of course, to tell theircustomers to telephone the radio stationto nominate their shop!
Simple and with no cost to the fish frier.
4 of the 6 Lucky Mountain Bike Winners! L to R.Pete Moss, CFM Lunchtime Show Presenter Gill Kerr,Karen White, Cathy Kirk, CFM Managing Director,Susan Wikinson, Sharon Dickinson,
Between the 9th of October andthe 27th of October the generalpublic were invited to telephonethe radio station during thelunchtime show to nominate theirfavourite fish & chip shop.
At the end of each week the radiopresenter selected the twolisteners who had provided themost enthusiastic and informativenominations and these listenerseach won a brand new mountainbike.
At the end of the promotionalperiod 6 lucky listeners werepresented with their mountainbikes.
Fish & chips and fish & chip shops were heavilyprofiled by the CFM radio presenters during thepromotional period. The advertising was alsoseen to be communicating a very positivemessage about fish & chips.
So… What happened and did it work?
An overlapping 3 week promotionfor Radio CFM listeners was linkedto the advertising campaign!
DAVID WHIPP from FRYER TUCKin PENRITHcommented:
“The advertisements promotingfish & chips have been a big boostfor the industry in the battle againstthe large, national, take-away operators.The whole campaign has had a verypositive impact on the sales of fish & chipsin my business”.
GLORIA WALSH from PARKFISHERIES in WORKINGTONcommented:
“Advertising the nutritionalbenefits of fish & chipscompared to other take-awayfoods really caught thepublic's imagination. HenryColbeck Limited has reallyenhanced the reputation offish & chips”.
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Your Competitor is NOT the nearestFish and Chip Shop…
The large national take-away food chains each spend asmall fortune on marketing and advertising their
products. Fish & chip shops, even though there arein excess of 10,000 shops, tend to operate inrelative commercial isolation. There is nocentral body to finance and organise themarketing, promotion and advertising offish & chips on a national scale.
HOWEVER, one of the great strengths of fish &chips is that the product does hold a veryspecial place in the mind of the general public…
FISH & CHIPS is still the NATION'S FAVOURITETAKE-AWAY FOOD.
YOUR COMPETITOR is NOT the fish & chip shop2 miles away…
YOUR COMPETITORis the Burger King,MacDonalds or K.F.C.1 mile away fromyour shop!!!
International Chains invest heavily inmarketing their products.
The other great strength is that the FISH FRIER is frequently the actual owner of thebusiness and therefore cares passionately about the end product and the opinion ofhis or her customers.
YOU CAN, COST EFFECTIVELY, ADVERTISE YOUR BUSINESS.
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FISH FRIERS UNITEHow to do it…
Call a meeting of these shop owners andpropose that you jointly fund a FISH &CHIPS ADVERTISING AND PROMOTIONCAMPAIGN, USING YOUR LOCAL RADIOSTATION, TO CHALLENGE THE OTHERFAST FOOD TAKE-AWAYS IN THE AREAAND TO INCREASE YOUR SALES.
Link a separate promotion to theadvertising campaign and this will give theradio stations' presenters something“different” to talk about!
During the advertising and promotionalcampaign take the presenters and theradio station staff free fish & chips!! Thiswill not cost you a fortune BUT thepublicity will be fantastic!!! The fish mustbe boneless and ideally transported in acorrugated fish & chip box… the perfectpackaging for fish & chips!!!
Look around your city or town and select, say the 5 or 6 very best fish & chipshops. They will need to be approximately 2 miles away from your shop.
Someone has got to “start the ball rolling” and IT SHOULD BE YOU!!!!
The promotion MUST give the listeners something and interest and “excite” the radio stations' presenters.Every radio station has a sales contact and they will be able to advise you BUT… KEEP IT SIMPLE!!
FOR EXAMPLE:“Visit FRED'S CHIPPY in FIRST STREET, THE GALLEONin CORONATION STREET, SEA BREEZE in ALFREDTERRACE, DAVE'S PLAICE in VICTORIA CRESCENT &THE SEABREEZE in LAWTON STREET from TUESDAY6TH FEBRUARY to MONDAY 12th FEBRUARY.
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Dividing all of the costs 5 or 6 ways will make the financialexperience relatively painless and the benefits, providingthat you plan and execute the campaign professionally, willprovide you with a fantastic opportunity to increase yoursales and to continue to develop your market share… It willalso be good fun and very satisfying!!!
OR OF COURSE YOU CAN DO NOTHING AND JUST CONTINUETO COMPLAIN ABOUT HOW YOU ARE “UP AGAINST” THE“NATIONALS” AND THAT YOU ARE GRADUALLY BEING PUTOUT OF BUSINESS… YOU CHOOSE!!!!
Fill in a simple form with your name and day-time telephone number. All of the completedforms will be collected on the 13th FEBRUARY,keep each shop's completed forms separate and
then on the 14th FEBRUARY, VALENTINE'SDAY, there will be a GRAND DRAW during
the lunchtime radio show!!!
5 lucky customers from each shop will win a bottle ofChampagne and a box of luxury chocolates.
A GREAT WAY TO CELEBRATE VALENTINE'S DAY!!
For further details about radio advertising OR if you require anyassistance please contact
Duncan McLean on 0191 482 8406.
The winners will collect their prizes from“their” fish & chip shop on the evening ofthe 14th of February or within a few daysfollowing the 14th.
Organising all of the winners, or as many aspossible, to be presented with their prizesat the same time will make an excellentphoto-opportunity for the local press…So tell the local paper what you are doingand ask them to send a photographer!!!!
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