The Drum Awards Festival - Extended Deadline

-d -h -min -sec

The Sun Burton’s Biscuit Company

Fish ‘n’ Chips biscuit snack to be brought back by Burton's Biscuits and The Sun


By Ishbel Macleod, PR and social media consultant

February 13, 2014 | 2 min read

Fish ‘n’ Chips, the salt and vinegar flavour biscuit snacks from the 80s, is making a return following a partnership between Burton’s Biscuit Company and The Sun.

Following The Sun readers voting the snack the retro brand it most wanted to see on shelves again, Burton’s is working with UM London to bring back the snack, with The Sun readers to receive a free bag.

On Saturday, 15 February, the tabloid will feature a teaser advert declaring ‘It’s 80s Week!’, bringing back the things we miss about the 80s. The next day they will offer a free bag of Burton’s Fish ‘n’ Chips for every reader at Nisa, with a advertorial and editorial to run both print and online outside of The Sun’s pay-wall for the following week, providing information about the campaign.

Stuart Wilson, chief commercial officer at Burton’s, explained: “Now is the right time to re-introduce Burton’s Fish ‘n’ Chips to the £500 million savoury biscuit category - complementing our existing range of Great British brands. We’re delighted to work with UM London to support this launch and target people’s sense of fun and nostalgia by reaching out to existing fans who remember the snack from years ago, via partnering with The Sun newspaper. While the social element of this campaign, will help bring a whole new generation of fans to the brand who are looking for a distinctive twist on a classic British favourite.”

Besides the partnership a social-led campaign, managed by UM London’s social media entity Spring Creek, focuses on an owned and earned strategy which began with seeding news of the release among existing Burton’s Fish ‘n’ Chips enthusiasts.

Marcia Siebers, Ideation Manager at UM London, said: “We were challenged with creating the media launch to bring Burton’s Fish ‘n’ Chips back into the market and tapping into the fact the public still had real affection for the brand. Working with News UK’s strategy, commercial and editorial teams, we’ve built a launch partnership that tells a brand story relevant to both new customers, and those who enjoyed the snack in their younger days.”

Burton’s Fish ‘n’ Chips have been available nationwide from mid-January.

The Sun Burton’s Biscuit Company

Content created with:

UM London

Find out more

More from The Sun

View all


Industry insights

View all
Add your own content +