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The Brief

Cement Frank’s RedHot sauce into UK food culture and show that it can kick any food up a notch.

The Strategy

Ranked as the UK’s #1 favourite dish of 2024, fish and chips is more than just a cult favourite – it’s a British institution rooted in heritage and loved by all for its simplicity.

The Execution

“The Codfather”, aka Danny Dyer, led the charge on Fish and Frank’s, our fiery twist on the chippy classic, with Frank’s-infused batter turning up the heat.

After achieving The Codfather’s stamp of approval we opened a Fish & Frank’s chippy in Soho where Danny handed out free lunch, before launching nationwide at all seven Harry Ramsden’s locations for a month, including a full brand takeover of the Bournemouth flagship.

Reaction

307M Earned reach

92 Pieces of media coverage

100% Key Message inclusion

93% Brand Imagery Inclusion

Action

888 Fish and Frank’s portions sold in April.

Sparked nationwide debate that earned 14 organic features including Jeremy Vine and BBC Radio1.

Fish & Franks Coverage 1.jpg

Danny Dyer Reveals His 'Proper Naughty' Twist on Fish and Chips in Spicy New Campaign
- MSN

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Mens Health.png

Danny Dyer Reveals His 'Proper Naughty' Twist on Fish and Chips
- Men's Health

PR Week Coverage Clipping - Codfather.jpg

Danny Dyer extols RedHot fish and chips – Behind the Campaign
- PRWeek

The Standard Coverage Clipping - Codfather.jpg

Danny Dyer hits back at Ed Sheeran's claim London chippies are overrated: 'He's from Ipswich'
- The Standard

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To spotlight films and filmmakers that are truly unique

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Helping the UK reclaim their lunch break!

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Designed to elevate the taste of any dish

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