A CUMBRIAN chippy has scored a major accolade at this year’s National Fish and Chip Awards.

Shap Chippy bagged the marketing innovation award at yesterday’s ceremony, which celebrated the very best of the UK’s fish and chip shop industry.

The award recognised its strength in promoting itself through marketing campaigns, beating two other shortlisted finalists.

The annual awards are run by Seafish, a public body set up to support the UK seafood industry, worth about £10bn.

Seafish’s chief executive Marcus Coleman said that effective marketing was more important than ever in light of increased competition “across all areas of the food service industry year-on-year”.

“Shap Chippy has shown great creativity in promoting their business and the positive impact the marketing efforts have had on driving sales is great to see,” he said. “The business is a true inspiration.”