Supporting the Chip Shop Industry During Lockdown

When COVID-19 hit takeaways, R&T launched a digital activation with Pukka to drum up more sales for local chippy’s.

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The Task

When lockdown first hit, fish & chip shops across the country experienced a dramatic fall in sales. As the sector is in its heartland, Pukka tasked us with creating a campaign that would give chippy owners a helping hand when they needed it most.

The Start Point

Overnight, chippy owners had to change the way they ran their business and turned to call & collect, click & collect and home delivery services to continue feeding local communities. But for many, this was brand-new territory. And if they were going to succeed, we knew they needed to spread the word that people could still order their Friday night feasts and midweek meals.

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The Strategic Thinking

To really impact chip shops’ bottom line, we needed to think local. This meant being where their customers were, aka. social media, which saw usage at an all-time high during lockdown. So, we set about creating a social advertising campaign that was personalised for every chippy owner to let locals know that they were open for business.

The Creative Moment

With some fish & chip shops dabbling in social media more than others, we used Pukka’s owned channels to bring a splash of orange optimism to its business.

The Tactics

Think personalised dark ads targeted at chippy owners’ local communities to drum up orders and those all-important £££.

And to help as many business owners as possible, we advertised a free offer and Pukka spread the word via POS with customers’ weekly pie deliveries.

But we didn’t stop there. We repeated the same activity multiple times over the year that followed, to keep showing fish & chip shops that Pukka has their backs.

The Humble Brag

  • Results-wise, this was never about Pukka. Instead, it was about impacting the bottom line for chippy owners and supporting the industry when they needed it most.
  • Chip shop businesses also saw a +32% increase in pie sales during the week the ads were live, compared with the previous week. Win, win.
  • And the best news? We were able to help over 50 fish & chip shops:
    • “Our customers loved the personal campaign, as did our staff and families. Small businesses are among the worst affected by COVID-19 and the help that large companies like Pukka are giving to us is invaluable” – Chippy owner

The Business Impact

Client Feedback

“This last year has been challenging for fish & chip shops, but R&T worked with us to find ways that we could help the industry navigate these difficult times. They created a campaign that reached chippy owners and their customers across all touchpoints, and positively impacted their bottom line. The feedback from these independent businesses showed we helped them to get back on their feet, widen their customer base, and ultimately drive sales – which is exactly what we set out to do.”

Rachel Cranston, Head of Marketing & Innovation at Pukka