National Chip Week 2010 has been declared a success after generating national newspaper coverage every single day and with slots on primetime and daytime television and radio programmes.
An official review shows that the week generated coverage worth more than £3.8 million and was seen by an audience of more than 230m 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 the 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.”
National Chip Week 2010 highlights included 69 pieces of national newspaper coverage, extensive TV coverage including GMTV, BBC’s The One Show, Market Kitchen and ITV’s Alan Titchmarsh Show, more than 50 radio pieces including BBC Radio 1 and Radio 2, more than 23,000 nominations for the Perfect Portion Awards and more than 650 fish and chip shops participating
Andrew Cook from Skippers, the Perfect Portion National Award Winner, said: “The award campaign alone attracted lots of local interest with press, radio and better still 'word of mouth' resulting in a 15-20 per cent increase on last year’s weekly takings. Once the awards were announced, we smashed our target by 20 per cent and increased sales continued in the weeks that followed.”
Interest was heightened by the involvement once again of National Chip Week ambassador Keith Chegwin, who presented the Perfect Portion Awards across the UK.
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