Award winning chips

Every national newspaper in Britain covered Kingfisher Fish and Chips in January 2017. This Morning and BBC Radio interviewed Kingfisher’s owners, Craig Maw and Nikki Mutton while social media also carried their brand to millions. Kingfisher had just won ‘Best Fish and Chip Shop’ at the National Fish and Chip Awards – the most coveted prize their industry has to offer.

The challenge

Craig and Nikki decided to instruct Consumer King to maintain momentum, once the media spotlight had dimmed. They wanted to develop Kingfisher’s commercial profile, create a sub-brand and be known more than ‘National Fish and Chip Shop Winners’, something which would be quickly forgotten.

The solution

Consumer King launched a campaign for Kingfisher to become the world’s first Michelin star fish and chip shop. Michelin soon engaged saying inspectors would visit. The Sun on Sunday ran the story as a homepage lead with the Mail Online and Mirror following. The Sunday Express and Sunday Mirror included the article in their print editions with the item discussed on SKY News newspaper review. Kingfisher’s local newspaper, The Plymouth Herald splashed the story on their front page. The next day coverage continued with The Metro, Evening Standard and national radio stations all re-syndicating.

Although Kingfisher did not gain a Michelin Star, the campaign reached an aggregate national media audience of 22.1 million according to official readership regulators ABC and Ofcom. Social Media impressions – via online national media – totalled an estimated 12 million with 30,000 story shares – weekly traffic to Kingfisher’s website increased by a factor of 230.

The outcome

The Michelin campaign fulfilled Craig and Nikki’s two desired commercial objectives:

1) the nation learned about their new venture, Kingfisher On The Go

2) their sustainable fishing accolades were highlighted within the media coverage

Consumer King provided further PR support to Kingfisher, gaining national, local and industry exposure for a variety of campaigns. Kingfisher owners Craig and Nikki continue to run a thriving business celebrated by the public and their industry.

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