As part of its summer of Feel Good Food, Love Seafood by Seafish is encouraging consumers across the UK to choose the nation’s favourite takeaway – fish and chips. This year, more people than ever will be staycationing due to travel restrictions, which brings a huge opportunity for the sector to increase sales.

At Love Seafood, we’ll be supporting fish and chip shops during July with an integrated marketing campaign to ensure the nation’s favourite dish is front of mind as consumers head off on local adventures.

We’re got a whole host of activity planned including advertising, PR, social media and more. Here’s a taste of what’s in store:

Out of home advertising

If you live in Belfast, Bristol, Glasgow or Liverpool, keep your eyes peeled for our branded telephone kiosks. Featuring striking new imagery showcasing fish and chips in all its glory, the phone boxes are situated in areas with a high number of operators. The ads aim to get mouths watering and encourage consumers to pop into a local shop and buy a portion of the ultimate takeaway treat.

Free fish and Chips

On the week commencing 19 July, we’re popping up at tourist hot spots across the country to give away free fish and chips! This activity will be promoted via local press, influencers and across our social media channels.

We’re going to be in three different locations giving away 100 free portions of fish and chips to lucky punters. You won’t miss us if you’re close by, just look for the bright blue Love Seafood deck chairs, a-boards, aprons, stickers and all the rest!


Here’s where we’ll be and when:


Wednesday 21 July – Whitley Bay 12.00pm

We’ll be taking over Fisherman’s Bay at the Seafront Promenade. Owned by Steven Dhillon, Fisherman’s Bay have been serving fish and chip fans for over 25 years.

Thursday 22 July – Lytham St Annes 11.30am

Seniors will be our giveaway partners in Lytham St Annes. This family run chain has no less than six shops up and down the Flyde Coast but it’s the Lytham branch you’ll find us in!

Friday 23 July – St Andrews 12.00pm

We’ll be popping up at The R&A World Golf Museum next to St Andrew’s idyllic West Sands with mobile operator Fish & Frites. Operated by Sarah and Jordan Black, Fish & Frites is based out of Anstruther, a stone’s throw from the town of St Andrews.

How you can get involved

As well as sharing the content we’re producing on your own website and social media channels, we’ve produced a range of marketing materials you can use in your shop to encourage customers to choose fish and chips. Simply visit https://www.seafish.org/promoting-seafood/love-seafood-consumer-brand/  or get in touch with us at loveseafood@seafish.co.uk to find out how to get involved.

About Love Seafood:

Launched in October 2020 and developed in partnership with industry, Love Seafood by Seafish is an ambitious long-term consumer marketing initiative which aims to bring together seafood champions to inspire the nation to live a better, more balanced lifestyle. Love Seafood aims to change the nation’s perceptions of seafood.