National Fish & Chip Day doubles its audience reach on last year

National Fish and Chip Day 2026 delivered its strongest performance to date, generating more than 940 million opportunities to see – more than double the audience reached during last year’s landmark 10th anniversary campaign, according to organiser NEODA.

Despite the challenge of maintaining momentum after its biggest year ever, the 2026 campaign delivered an estimated £1.52 million in media value. While down on the previous year’s £1.88 million, NEODA said this represented an exceptional return for a campaign delivered on a modest budget by a small central team.

In its post-event evaluation, NEODA said audience reach is now regarded as the most meaningful measure of awareness-building campaigns, adding that the 2026 results demonstrate the growing strength of the National Fish and Chip Day brand and its increasing relevance to consumers, media, businesses and sponsors alike.

More fish and chip shops than ever took part, with businesses across the UK marking the occasion through special promotions, fundraising and community events. Tulketh Chippy in Ashton-on-Ribble, Preston, served £5 fish and chips, while The Wee Chippy in Anstruther donated 20% of the day’s takings to East Neuk First Responders. Oliver’s Chippy in Barton, Preston, ran a ‘Chip Off the Old Clock’ competition, challenging customers to stop a timer on exactly 10 seconds to win a free meal. Poppies Fish & Chips also launched a World Cup-themed campaign featuring 1966 England legend Sir Geoff Hurst, who encouraged fans to tuck into fish and chips during the tournament. In addition, Roadshows visited Glasgow, Gateshead, Stockport, Hull, London, Cardiff and Belfast, serving thousands of free portions of fish and chips.

For Mister C’s in Selby, North Yorkshire, National Fish & Chip Day also marked the businesses 45th birthday. To celebrate the two events, the team put on a treasure hunt around the town as well as a Roll up and Roll Back Tombola, whereby customers were able to purchase tombola tickets for their chance to win one of 45 portions of fish and chips at the price they were when we first opened our doors 45 years ago – just 50p! This proved a great hit, created a fantastic atmosphere in the shop and also raised £192.50 for Fisherman’s Mission.

Mark Corbally, owner of Mister C’s, said “It was really wonderful to be able to celebrate such a milestone anniversary at the same time as NFACD. Our team did such a fantastic job of creating a real party atmosphere even while serving a busy Friday shift.”

The day also attracted strong support from major brands, highlighting how National Fish and Chip Day has evolved beyond a single day of celebration into a recognised national platform capable of supporting the wider industry. Adnams Ghost Ship launched a dedicated social media campaign promoting itself as the “Official Beer of Fish and Chips”, while Young’s Seafood used the event as the platform for two national media campaigns – one featuring TV presenter Ruth Langsford and another based on a survey of the nation’s favourite takeaways. Support also came from organisations including the National Lottery and Avanti West Coast.

Media coverage was extensive, with ITV’s This Morning broadcasting live from Rock & Sole Plaice in London, alongside features on Channel 5 News and GB News, and coverage across BBC Radio 2, BBC Radio 4, BBC Radio 1Xtra, Absolute Radio, Classic FM and TalkRadio.

Following the event, Prime Minister Keir Starmer wrote to NEODA, saying he hoped “families up and down the country treated themselves to a chippy tea” while supporting local small businesses as part of the celebrations.