The Bay Fish and Chips

Engaging customers through creative social for The Bay Fish and Chips

The brief

To build engagement through regular posting on both The Bay Fish and Chips and Calum Richardson’s social media channels.

What we did

Promoting an international brand

The Bay Fish and Chips is a multi award-winning, internationally recognised fish and chip shop located in Stonehaven, Scotland. The Bay’s Chef Director Calum Richardson is also a recognised figure within the industry and had recently set up his own personal social accounts. The Bay’s social accounts already had a good following and the team wanted to ensure they were regularly posting engaging content. Calum also wanted support posting on his new personal social channels.

Creating a successful social strategy

We devised a detailed social strategy and content plan for both Calum and The Bay Fish and Chips, aligning brand values with relevant upcoming dates to ensure consistent, engaging social posts. Since Eat Marketing began posting for The Bay Fish and Chips, traffic to the website from social media has increased by 246% compared to the previous year.

Encouraging engagement with Instagram Stories

As well as refreshing the branding across Facebook, Twitter and Instagram, we also ensured each account was optimised to the platforms specifications. For Instagram we published stories to both The Bay and Calum’s accounts before filing them under branded Instagram highlights covers.

Reaching a wider audience through advertising

To help spread the message far and wide about what The Bay Fish and Chips were up to, we also included advertised posts as part of our social strategy. A Facebook post promoting hiring The Bay On The Road for events during 2020, reached more than 8,500 people, whilst a Facebook promoted post for The Bay’s activities on National Fish and Chip Day, reached 10,800 people.

Continually improving through reporting

To ensure the content we’re creating for The Bay and Calum’s social channels is resonating with each target audience, we undertake monthly reporting and suggest ways to continually improve each channel. Following Eat Marketing’s first six months of posting, compared to the previous six months, saw the below results:


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