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National Fish & Chip Day 2024

With this year’s National Fish & Chip Day moved to coincide with the 80th Anniversary of the D-Day Landings on Thursday 6th June, this is your opportunity to serve the nation

Fish and chips have long been considered the British national dish, but did you know this humble meal was a vital ingredient of the war effort in both the First and Second World Wars? So much so in fact, that the British government safeguarded the supply of fish and potatoes during both world wars in order to keep up morale. 

The association doesn’t stop there. Prime minister Winston Churchill referred to fish and chips as “good companions” while during the D-Day landings, soldiers who found themselves behind enemy lines and needed a way of telling whether someone was a friend or foe, devised a two-word code. One called “fish”, the other replied “chips”.

To recognise this connection and honour all those who have fought in both world wars, National Fish & Chip Day is taking place on Thursday 6th June, the same day as the 80th anniversary of the D-Day Landings. With many communities holding special celebrations around the events, including the lighting of special beacons, it has never been a better time to get involved in National Fish & Chip Day. 

Suppliers in action

Suppliers have swung into action to help shops make the most of the day. Friars Pride, Henry Colbeck and VA Whitley have launched a Hook and Fish branded corrugated box and greaseproof paper to drive awareness with consumers. 

In addition, Henry Colbeck is running a competition to win a pallet of packaging while VA Whitley has competitions planned through its newsletter, website and social media, giving customers the chance to win branded merchandise. 

Headline sponsor Middleton Foods will also have social media campaigns running giving away free merchandise plus it is putting 10,000 stickers on bags of batter with a QR code directing shops to the NEODA website to assist them in getting the right information. It will also be putting a giant electronic poster on the M6 in the West Midlands, encouraging the public to support their local fish and chip shops. 

Kerry Foods, meanwhile, has discounts on batter and curry sauce. So the advice is to contact your suppliers to find out what they are doing, keep an eye on social media and the trade press for competitions and giveaways, plus visit the NEODA webpage (www.neoda.org.uk/national-fish-and-chip-day) for free resources, advice and ideas!

What’s happening?

NEODA has numerous roadshows planned, taking thousands of free portions of fish and chips around the country. These include RAF Cosford in Shropshire, the National Army Museum in Chelsea, London, and the Royal Naval base at Portsmouth.

Many shops have already started making plans too. Frying Nemo in Goole, Yorkshire, has carried out a leaflet drop to 2,500 houses with its menu on one side and on the other a picture of Winston Churchill and the message ‘fish and chips need you’. “It explains to customers that during the war, fish and chips weren’t rationed and that we are celebrating D-Day at the same time as National Fish & Chip Day,” says owner Keely Richardson. 

Fishy Delishy in Cheshunt, Enfield, is inviting over 25 veterans in for a fish and chips lunch, with head chef Robbie Taleb commenting: “I love my community and I love fish and chips and this is our opportunity to give back to those in the armed forces.”

What can you do?

Media coverage of National Fish & Chip Day is expected to be high this year because of the link with D-Day, so you’ve really got nothing to lose by getting involved. Put up some bunting, wear your branded merch and start telling your customers about the crossover. 

If you are thinking about doing an event, a competition, an offer, or working with a veterans charity or a care home, get in touch with your local media to let them know. NEODA has created a ready-to-go template with all the background information, just simply fill in your details and activities. 

Change your social media header and/or profile images. The correct size graphics, again, are all ready to download at www.neoda.org.uk/national-fish-and-chip-day. 

Even if you do nothing else, at the very least promote the two key messages: the close relationship that D-Day has with fish and chips, and to enjoy fish and chips as part of the D-Day commemorations. Let’s all make it a day to go down in history!

Got a good story?

If you have a family connection to the D-Day Landings, or your shop was running at the time of the landings in 1944, NEODA wants to hear from you as it has journalists interested in these stories. Maybe your shop was one of those that Winston Churchill protected the supply of fish and potatoes for so that you could continue serving ‘good companions’? If so, get in touch with Jo Hage at jo@risecommunications.co.uk who can help share your story.


Deck out your team in stylish National Fish & Chip Day branded t-shirts, baseball caps and aprons. Available in green, yellow, blue and red, they unify your staff while catching the eye of customers and sparking conversations. 

With bunting and social media props also available, you can create unforgettable moments and share-worthy photos online. Act fast though as demand for these items soared last year, and many sold out ahead of the day. 

Buy your merch now at www.neoda.org.uk/national-fish-and-chip-day-shop/


For customers who wish to know more about the D-Day Landings, here are some facts you can share with them:

•  The D-Day landings took place on 6th June 1944 during World War Two, along an 80km stretch of the Normandy coastline, in the north of France.

•  The landings marked the start of the campaign to free north-west Europe from the Nazis and was the biggest invasion by sea, air and land in history.

•  There were 7,000 naval vessels involved in the Normandy landings, while 14,000 sorties (military units) were flown to provide aerial cover and drop 18,000 Allied paratroopers behind enemy lines.

•  An additional 132,000 ground troops landed on the five beaches code-named Utah, Omaha, Gold, Juno and Sword.

•  The majority of troops who landed on the D-Day beaches were from the UK, Canada and the US. However, troops from many other countries participated in D-Day, and the Battle of Normandy, including Australia, the Netherlands and Norway.

•  The ‘D’ in D-Day does not stand for anything, it’s a name the military use when planning an event. It has been used for many military operations, but it is now firmly associated with the Allied invasion of Normandy.
Source: The BBC

For additional facts, check-out www.britishlegion.org.uk/stories/ten-things-you-might-not-know-about-d-day and www.d-day80beacons.co.uk

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