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.