ONE of Cumbrian’s favourite fish and chip eateries is celebrating once again after being shortlisted for another accolade.

Shap Chippy has made it into the top three in the marketing innovation award category at the National Fish and Chips Awards 2020.

This is the second accolade it has been shortlisted for after being shortlisted in the Best Fish and Chip Shop Award Top 10.

The marketing innovation award highlights what chippies do to promote their business and the fish and chip industry overall through the use of innovative marketing campaigns, social media content and local community engagement activities.

Married couple Matt and Ashley Phillips took over the Main Street takeaway and restaurant in July 2018.

“We love doing things a little different as you will see on our social media, and enjoy posting as often as possible - from Chip the Christmas elf to fun competitions and giveaways,”said Ashley, co-owner of Shap Chippy.

Matt said to be in the top three was a ‘huge honour’.

“We don’t use a marketing agency,” he said.

“It’s just Ashley and I coming up with fun concepts and then marketing them ourselves. If we can encourage more people to eat at their local chippy then that’s great.”

Organised by Seafish, the public body that supports the £10bn UK seafood industry, the National Fish & Chip Awards is a prestigious annual competition which celebrates excellence in the fish and chip industry.

The judging criteria assessed overall marketing and promotional activity over the last 12 months.

The shops were also judged on factors such as customer service and staff training, market intelligence as well as their quality of fish and chip product.

Marcus Coleman, chief executive officer at Seafish, said:“All of the shortlisted finalists have demonstrated truly unique marketing strategies, creative thinking and the ingenuity required to set their businesses apart from competitors. hile selling a great portion of fish and chips is the cornerstone for any business in the trade, those who have harnessed the power of effective marketing are really reaping the rewards in a fiercely competitive industry.”

Over the coming weeks the business will be judged again for consistency in its product and customer service.

The winner of the Marketing Innovation Award will be announced at the 32nd National Fish and Chip Awards ceremony to be held in London on January 23, 2020.