Since the start of the New Year, Frank’s RedHot Sauce has been dedicated to ‘kicking it up a notch’ with one of the nation’s most beloved mealtimes – fish and chips. And now, the next fiery installment comes as a partnership with one of the UK’s most iconic fish and chip shops, Harry Ramsden’s.
The two brands have teamed up for a month-long trial to introduce Fish and Frank’s, – a bold, sizzling twist on a classic mealtime, where Frank’s RedHot’s signature flavour & heat meets the Harry Ramsden’s world famous fish batter.
To celebrate the partnership, Harry Ramsden’s chain will also be giving away a free takeaway portion of Fish and Frank’s for anyone who can prove their name is either Harry, Harriet, Frank, or Francesca on Friday 11th April* across their seven key locations.
Fish and Frank’s will be on the menu at Harry Ramsden’s locations nationwide, with Frank’s RedHot also available as a condiment for the next six months. The chain’s flagship Bournemouth restaurant was also rebranded to ‘Frank’s RedHot Ramsden’s’ for four weeks, bringing the partnership to life with one of the UK’s most renowned fish and chip hubs.
The collaboration forms part of the brand’s wider campaign to reimagine the UK’s favourite Friday meal, which was first introduced with actor Danny Dyer as ‘The Codfather’ in a fun-filled launch film, gaining over 2.5 million views. The film sees Dyer visit a typical east-end chippy and pour Frank’s RedHot straight into the batter – leading to a crispy, flavour-packed creation that he declared, ‘Codfather Approved’.
Shortly after the launch, Frank’s RedHot then facilitated a surprise pop-up, where Dyer himself served up free portions of Frank’s latest creation to stunned passersby on Oxford Street. The event quickly drew a crowd in the hundreds and even stirred up a playful fish and chip feud with Ed Sheeran.
The entire Fish and Frank’s campaign draws back to Frank’s RedHot’s core mission of ‘kick it up a notch’, centred on creating moments of euphoria in key pillars of UK culture – from sports, to mealtimes, and more.
Amit Singh, UK marketing director at McCormick, said: “Following on from Danny Dyer’s ‘#Codfather Approved’ launch of Fish and Frank’s, this partnership with Harry Ramsden’s is the perfect next step in our journey to take the UK’s favourite Friday mealtime to the next level. Seeing consumers embrace our signature heat and flavour in such an iconic British dish has been fantastic, and we’re excited to continue the momentum and get Fish and Frank’s on more menus nationwide. Watch this space!”
Edwina Low, marketing manager at Harry Ramsden’s, added: “This collaboration has been a game-changer for Harry Ramsden’s. We’ve been serving top-quality fish and chips for decades, and now, with Frank’s RedHot in our batter, we’re giving customers a bold new twist on a classic favourite. We’re so excited to be a part of this journey and can’t wait for everyone to try it!”
The campaign has created major buzz through OOH, PR, digital, social media, and influencer engagement, ensuring that food lovers across the UK are ready for this spicy new addition to the Harry Ramsden’s menu. Follow the fiery fun by keeping up with all the details on social media via @franksredhot_UK and @harryramsdensuk.
