Campaign we loved in June: Sarson’s Vinegar Launches Sarson’s FryDays in an effort to save the UK’s Chippies

We’re continuing our monthly blog series of campaigns that we loved at Midas.

On the 2^nd June – National Fish and Chip Day – vinegar brand Sarson’s launched their ‘Fryday’ campaign in an effort to save chip shops across the country from closure.

As operational expenses skyrocket, an unprecedented number of shop owners are being forced to close their chippy doors. A recent study estimates that, due to rising prices, over half of Britain’s fish and chip shops may shut down by 2025. In an effort to combat this and thus preserve these longstanding British institutions, Sarson’s vinegar launched a multichannel campaign encouraging the public to support their local chip shops by visiting them two additional times a year.

The campaign kicked off with the reveal of a large sculpture of a shining golden chip, installed on the West Sussex coast in tribute to the seaside staple of the chippy.

In addition to the sculpture, Sarson’s celebrated the launch of their campaign with free giveaways of fish and chips, deemed ‘chip drops,’ at various seaside locations across the UK. Influencers on social media platforms such as TikTok and Instagram attended and promoted these ‘chip drops,’ encouraging their followers to visit their local chippies as well.

In addition to the chip drops, Wonderhood Studios partnered with Sarson’s and Metro to create a special ‘FryDay’ themed cover for Metro newspapers, given the lasting association between fish and chips shops and newspaper wrappings.

Sarson’s will be continuing their campaign to encourage Brits to frequent fish and chip shops throughout the year with their online #SarsonsFryday campaign. The public are encouraged to post a photo of their chippy meal online every Friday, alongside a bottle or packet of Sarson’s and their receipt. They can then either tag the vinegar brand in the post or upload the photo directly to www.sarsons.co.uk/fryday.

Anyone who does this is automatically given the chance of being reimbursed for the cost of their meal, thus earning a free fish and chips. Over the course of the year, Sarson’s will be reimbursing up to 50 meals every week.