As the next heatwave approaches the UK, Brits are flocking to the coasts for memorable days out, rounding it off with a delicious fish and chip dinner. 

However, amid the rising cost of living crisis, local chippies are set to be hit – as people cut back on the amount of times they dine out.

According to the National Federation of Fish Friers (NFFF), the price of fish favourites – cod and haddock – has risen by 75% and 85%, respectively.

To combat this, hundreds of fish and chip lovers are set to be reimbursed by vinegar brand Sarson’s, who have launched a new campaign across social media.

Every Friday, one hundred free dinners are up for grabs over the summer – until September 2.

So the slate is wiped clean each week, with a new batch of free fish and chips portions up for grabs the following one.

To be in with a chance to get one, chippy lovers simply need to take a photo of their order, along with Sarson’s vinegar or promotional signage in-store, and share either on Twitter or Instagram alongside the hashtag #SarsonsFryday.

All entries ‘must ensure they are following the the brand’s social channels to be considered and have proof of purchase via a receipt for their meal,’ according to the brand.

Fronting the initiative is majestic chippy legend himself, Adam Woodyatt (AKA, Ian Beale from Eastenders).

‘It’s fair to say I know a thing or two about running a fish bar, and I encourage everyone to head to their nearest chippie and get their order in pronto, you never know it might be free,’ he says.

The rising cost of living crisis means that everyone is looking for ways to cut down expenses, says to Bryan Carroll, deputy chief operating officer of Sarson’s.

He explains: ‘Sadly, one of the first thing that consumers cut back on is meals out and takeaways, leaving many of our favourite chippies at risk.

‘As we enjoy the warmer weather, we wanted to help the nation support their local so we’re making everyone’s favourite day of the week even better.

‘Whether it’s a staycation with friends, seaside visit with the whole family or a quiet Friday night in, we want to make sure Brits can get their fish and chip fix – so this summer, it’s on us.’

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