Generating national newspaper coverage every single day and slots on prime time and day time television and radio programmes;the success of National Chip Week 2010 speaks for itself.
An official review shows that the Week generated coverage worth over £3.8 million and was seen by an audience of more than 230 million people, meaning the campaign messages reached everyone in the UK around four times. Once again, the campaign was well supported by fish and chip shops as well as the wider industry, helping to boost sales of chips across all sectors.
Ellie King, Potato Council marketing executive, said: “National Chip Week 2010 was a phenomenal success, maximising awareness of chips – whether homemade, from the chippy or oven chips – at every available opportunity.
“In additional to mass media coverage, including items on GMTV, BBC Radio Two and in The Sun, The Times and Daily Mail, we received over 23,000 nominations for the Perfect Portion Awards and some shops taking part have reported increased sales – by as much as 20 per cent in some cases!”
Andrew Cook from Skippers, the Perfect Portion National Award Winner was one such example. He said: “The award campaign alone attracted lots of local interest with press, radio and better still 'word of mouth'resulting in a 15-20% increase on last year’s weekly takings. Once the awards were announced, we smashed our target by 20% and increased sales continued in the weeks that followed.”
