Celebrated Norway Day with fish&chips

Thousands of hungry Brits flocked to 99 fish and chip shops throughout the country on Saturday 17th May to pick up a portion of delicious Norwegian cod and chips for just 99p. The promotion was held in celebration of Norway Day in the UK, thanks to a campaign run in partnership with the Norwegian Seafood Council.

Celebrated Norway Day with fish&chips
The offer of 99p Norwegian cod and chips meant that over 40,000 fish and chip fans across the country were able to get into the Norway Day spirit by buying a portion in one of 40 regions, and many shops sold through their 400 99p portions in a matter of hours. A staggering 188 million people read about the campaign or heard it on the radio through 270 media articles achieved on the campaign.

The campaign launched on Friday 16th May with a Brit-infused Norwegian celebration at The Ritz London. Guests of honour, Monica Mæland, the Norwegian Minister of Trade and Industry, and Kim Traavik, Norwegian ambassador to the UK, spoke about the history and the importance of trading relations between the UK and Norway, alongside award winning seafood restaurateur and campaign ambassador, Mitch Tonks who spoke about the importance of sustainable fish used in the restaurant industry.

For this event, the NSC joined forces with Innovation Norway and Norwegian coastal cruise specialist Hurtigruten, to provide a showcase of the very best seafood from the Norwegian Fjords and Seas, accompanied by best-of-British ingredients. Guests enjoyed their own portion of Norwegian cod & chips, the delectable delights of Red King crab and paid homage to old chippie favourites such as pickled quails eggs and a mushy pea velouté.

In celebration of Norway Day on Saturday 17th May, Mitch Tonks' own seafood takeaway, Rockfish in Dartmouth, was one of the 99 taking part in the offer for customers to get their hands on portions of tasty Norwegian cod and chips for just 99p. He comments: "I am deeply passionate about encouraging UK consumers to try sustainably caught seafood and to be able to educate our customers on where their fish, in particular cod, comes from, whilst offering them delicious portions of Norwegian cod and chips for just 99p was fantastic. The day was a great success with our customers!"

It is clear from our survey to the chip shop owners involved that the campaign was a great success for the majority, with several shops selling over 1,000 portions on the day. 82.1% had very good customer interest, 53.9% of whom had a good, or very good, understanding of the benefits of using Norwegian FAS cod.

39.5% of the shops said they would be more likely to use Norwegian FAS following the campaign, adding to the 55.2% who already use it some if not all of the time, indicating a positive increase in support for Norwegian cod in the UK fish and chip industry.

One of the participating chippies, Mustafa Ogretici, owner of Aquarius Fish Bar in Ruislip added, "We couldn't believe how popular the offer was! We sold over 1,000 portions in just three and a half hours and the queue was half way down the road before we even opened the doors! It was a fantastic day and all the customers were really pleased with how fantastic the cod and chips were for such a good price."

Andrew Cook, from Skippers Fish Bar in Exton, told us: "It was absolutely fantastic. We served over 800 portions and completely sold out of every bit of fish in the shop.  We have has great feedback too, some people had not had fish and chips for a while so loved the offer. I have spoken to other shops that took part and they all commented on what a success it was."

Jack-Robert Møller, UK Director for the NSC, comments: "Norway Day is a significant date in the Norwegian calendar and to be able to celebrate with fish and chip lovers across the UK was important to us, and really made an impact commemorating the bi-centenary of our constitution. Fish and chips is one of the greatest British institutions, so there was no better way to showcase our delicious and sustainable Norwegian cod to UK consumers. We look forward to hearing from the shop-owners themselves in a survey which will go out to those involved, to help us evaluate the successes of the campaign and provide learnings for the future, ensuring that we can continue promoting the fish and chip industry in the years to come."

Jack-Robert continues, "We look forward to building on the 70-year strong trade relationship with the UK and will continue to provide a steady supply of Norwegian Frozen At Sea cod from the cold, clear waters of the Barents Sea to the UK's chippies. We'd like to take this opportunity to thank all of the distributors who helped make this campaign possible and of course the fish and chip shop owners, who all worked so hard to make this a success."

To gain further attention for the campaign in the national media,  2,000 people were surveyed to find out what the nation's favourite 'bit on the side' is, revealing that 80% of Brits still regard fish and chips as the greatest British institution and mushy peas as the top accompaniment. More surprisingly, 38% of Brits would rather give up football than fish and chips and almost half of people said that a traditional portion of fish and chips would be the thing they would pine for most if they moved abroad. Norwegian Seafood Council campaign ambassador Mitch Tonks supported as spokesperson, delivering brand messaging in back-to-back radio interviews, and national print coverage was secured in The Sun.