Taking a Look Back at National Fish & Chip Day 2025
A look back at the biggest day in the fish & chip calendar as it returned for its 10th anniversary on Friday 6th June 2025. Once again, the fish & chip industry up and down Great Britain came together to celebrate the nation’s favourite dish - and it was celebrated in style.
In the lead-up to the 10th anniversary of National Fish & Chip Day, NEODA once again provided shops with the opportunity to get involved through a range of branded merchandise. From t-shirts and bunting to social media photo props, there was something for everyone to join in and celebrate in their own way.
As proud joint headline sponsors of the National Fish & Chip Day, we at Friars Pride were delighted to be heavily involved – offering merchandise giveaways and encouraging shops nationwide to participate.
Celebrations Across the UK
On the day itself, Trinity House in the capital was, once again, one of many popular locations across the UK swarmed by fish & chip lovers. The sun was shining, and Trawlers Fish & Chips was on-site serving free portions to delighted members of the public – resulting in long queues and plenty of happy faces, all joining in the spirit of the day.
In Cardiff Bay, Roald Dahl Plass was another hotspot of celebration. Echoing the scenes in London, large crowds gathered to mark the day, with fish & chips served by Penaluna’s Famous Fish and Chips – giving locals a tasty lunchtime treat in honour of the occasion.
Celebrating Behind the Scenes
Out of the public eye, the celebrations continued around Friars Pride depots. Staff enjoyed the festivities with plenty of NEODA merchandise and a well-earned fish & chips lunch to make the day with cod supplied by our partners Rammi. Not all our team were depot-based, though.
Our Sales Managers were out on the road visiting customers, sharing in the excitement and supporting shops directly. One standout was John Stuart, who turned heads dressed in a fish costume to promote awareness of fish & chips! John spent the day visiting shops around the Torquay area, including the wonderfully decorated Pier Point Fish and Chips, where he was pictured outside joining in the fun.
Elsewhere, Sales Managers across the country stopped by customer shops to lend support and celebrate together. One such visit included Will’s Plaice, where the team proudly donned their National Fish & Chip Day caps after a busy day serving loyal customers, following a visit from their sales rep, Paul Read.
National Media Attention
The 10th anniversary of National Fish & Chip Day also received a fantastic level of national media coverage throughout the day BBC Radio gave shoutouts across a variety of stations, and ITV’S This Morning dedicated their “The Kitchen” segment to the celebration, giving the classic fish & chip butty a gourmet twist! Social media was equally alive with support – from local MPs to football legend Chris Kamara, who was also spotted joining in on the celebrations.
Media Impact – The figures
The reach of National Fish and Chip Day this year soared and completely cleared figures from previous years, where results tell us that the reach hit 440 million, this is a massive difference from 193 million last year, and sees a 228% increase, and in fact a record-breaking reach!
In addition to the record-breaking reach, the Advertising Value Equivalency (AVE), had a slight decrease from £1.93 million in 2024 to £1.87 million in 2025, which nonetheless is still a very impressive figure. Overall, the outcome figures from National Fish & Chip Day, courtesy of NEODA, shows a return on investment of around 2835% which is represented of a ratio of 28:1 – for context, NEODA have stated that an ‘excellent’ campaign would return results of a 10:1 ratio!
Yorkshire Three Peaks
To celebrate National Fish & Chip Day and to raise awareness for this important industry event, members of the Q Partnership completed the Yorkshire Three Peaks.
We are delighted to say that our entire team completed the Three Peaks, which included a member of our Operations Management Team from each depot and Rebecca Lord, Managing Director.
Thank you so much to everyone who has supported the team on the challenge by donating to our fundraiser for the British Heart Foundation via our JustGiving link. The link is still open and any further support will be massively appreciated. Click here for more.
Looking Ahead
All in all, it was another brilliant day of celebration and recognition, shining a light on the importance, popularity, and nostalgic charm of the nation’s favourite dish. It was made possible by the excellent people within our industry.