National Fish & Chip Day campaign evaluation is in – and it looks impressive!

National Fish & Chip Day 2025 saw a return on investment of approximately 2835%, according to the latest media coverage evaluation by event organiser NEODA. 

With all the media coverage in, monitored and analysed, the initial feelings that this was the biggest National Fish and Chip Day yet has been substantiated.

The results show that opportunities to see (OTS – also known as Reach) has increased by 228% to an impressive 440 million. This is up from 193m in 2024.  

Advertising value equivalent (AVE), which is an estimation of the cost if the space had been bought, dipped very slightly but still stands at an impressive £1.87 million (down from £1.93 million in 2024). NEODA attributes the rise in OTS in part due to 10 mentions on Radio 2 during the day and also extensive coverage on the msn.com website, which it says has a “huge” readership.

Overall, this represents a return on investment of approximately 2835% – represented as 28:1 ratio.  To put this in perspective, NEODA says an ‘excellent’ campaign carries a results ratio of 10:1.

This year marked the 10th anniversary of National Fish & Chip Day, with thousands of fish and chip shops across the UK joining in the celebrations. Highlights included extensive national media coverage – Radio London, for example, dedicated its entire breakfast programme the day before to fish and chips, inviting listeners to call in and recommend their favourite London chippy. Regional media also joined in, with Kent radio station KMFM visiting Newington Fish Bar in Ramsgate.

Many brands and household names used the day to promote themselves – WDW Bingo commissioned a survey on people’s favourite fish and chip shops with the results released just ahead of the day and very widely picked up.

Poppies Fish and Chips in London launched a t-shirt in collaboration with high end retailer All Saints while Burton’s Fish ‘N’ Chips put on a roadshow with football pundit Chris Kamara giving away chip butties in Camden Market on the day. 

Just when NEODA thought all the coverage was in, National Fish and Chip Day reached a new high with a long segment on Celebrity Gogglebox a week later!