The Bay
Becoming the best chippy in the world. Literally.
The Brief
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.
The Insight
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.
The Big Idea
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 Results
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.
4.5 BILLION
Global Readership Reach
Food pioneer
awarded to The Bay founder, Calum Richardson
Chris Evans
Live radio interview
+272%
increase in press coverage over a 9 month period
