Showing the power of one . . . and one
THEY permeate almost every town in the country and have done so for 125 years, yet the nation's Italian chippers now feel the need to band together in a marketing drive to remind modern Ireland of their existence.
Launched amid much fanfare, the effort will see the Irish Traditional Italian Chippers Association, which goes by the exotic-sounding ITICA, spend about €250,000 on national advertising this year.
It's a sum unlikely to make a splash in the multi-million euro marketing campaigns of the McDonald's' and KFCs of the world, but ITICA chair Peter Borza says the two-week-old effort is already hitting the spot.
"We've already made a big impact even with our small spend," says Borza, who's now got 160 of the country's 280 Italian fish and chips shops freshly stickered up with the ITICA logo.
The media activity, which will have a heavy focus on national and urban radio, will build towards 'National Fish & Chips Day' on May 26, when the ITICA members will offer half price fish and chips.
"We want to make it a really big day, a national event," says Borza, who set up ITICA because he felt Irish Italian chippers were in danger of "losing their unique identity". He sees a "long term" future for the project.