Sustainability isn’t the first thing you associate with a fish and chip shop. But The Bay isn’t an ordinary chippy. It sells the country’s most eco-friendly fish and chips. The problem was that much of the country didn’t know about this batter-coated jewel. Our role was to evangelise about The Bay’s deliciously green credentials and get consumers to think of it as an unmissable food destination; no matter where they were in the world.
Consumers are increasingly aware of the impact their food has on the environment. This would be key in making The Bay’s appeal irresistible: not only does it offer fantastic fish and chips, but it’s impeccably green, too.
A hardworking, belt and braces press office meant the remarkable attributes of The Bay caught the attention of global tastemakers – The Lonely Planet Guide. The Lonely Planet was so impressed that it declared The Bay one of the best food experiences in the entire world. We then leveraged this once-in-a-lifetime accolade to secure a slew of money-can’t-buy coverage. Chris Evans broke the news of ‘the world’s best chippy’ on his Virgin Radio breakfast show, while The Times dedicated a front cover splash to The Bay with the headline – ‘The world’s best fish & chips. It’s official’.
The Bay couldn’t be kept at bay. The coverage we secured for this small town chippy with global appeal was vast, effusive and 100% positive; making The Bay’s mission to serve ‘green fish and chips’ a global sensation.
Global Readership Reach
awarded to The Bay founder, Calum Richardson
Live radio interview
increase in press coverage over a 9 month period
27 Maritime Street Edinburgh