Harry Ramsden's Boss goes Undercover for Channel 4

30 July 2010
Harry Ramsden's Boss goes Undercover for Channel 4

Millions of C4 viewers last night saw Marija Simovic - new CEO of Glenn's client, Harry Ramsden's - get the "Undercover Boss" treatment as she changed her name and donned an elaborate disguise to discover what really happens at the sharp end.

Harry's - the world's most famous fish and chip shop chain - was recently brought back into British hands with ambitious expansion plans for the UK and overseas.

Harry Ramsden's CEO, Marija Simovic (centre) in her 'undercover' guise on Channel 4's, 'Undercover Boss'

But first, there's much to be done in the UK to turn around Britain's oldest restaurant chain, as Marija disovered when she took on various trainee roles in the company's outlets as new recruit "Millie Percy".

Only female CEO

39-year old Marija is the only female CEO featured in the hit series and the business' new owner has tasked her with restoring the much loved chain to its former glory.

"Harry’s is a British institution and I’m determined to put it back on the map", said Marija.

Harry Ramsden's CEO, Marija Simovic as 'new employee Millie' on Channel 4's, 'Undercover Boss'

"It was nerve-wracking going undercover but the whole experience has really opened my eyes to exactly what needs to be done. As a result, we’re hard at work refreshing the menu and the stores, all centred around what our customers tell us keeps them coming back – the taste and quality of our fish and chips".

"It’s not going to be easy. But what impressed me the most was our wonderful workforce, many of whom have been with Harry’s for decades".


Viewers saw an emotional conclusion to the programme as Marija revealed her true identity to shocked staff and rewarded the unsung heroes encountered on her journey.

"I've never worked with anyone in PR who's more insightful or effective than Glenn and his team at Pozitiv"

Marija Simovic, CEO Harry Ramsden's

Founded in 1928, there are currently 34 restaurants and takeaways within the Harry Ramsden business including the largest fish and chip shop in the world in Guiseley, Leeds. The new owner, a West Midlands-based food entrepreneur, has plans for 100 more stores in the UK as well as taking British fish and chips to India and China.

Securing coverage

Pozitiv has been involved with Harry's since the new owner purchased the business. We pitched and negotiated last night's successful programme as well as securing coverage across most of the UK nationals this week and numerous radio and television interviews.

Undercover Boss, C4
Exceeded expectations

CEO Marija Simovic said, "My career has taken me to companies and brands all over the world and I've never worked with anyone in PR who's more insightful or effective than Glenn and his team at Pozitiv. All that they've done for us - and our sister business, Fishworks - has exceeded expectation, especially in terms of quality, getting the right outcome and return on investment."

Undercover Boss, a Studio Lambert production, has been a runaway success and last night's show has already been sold to over 100 countries. You can watch the entire programme by clicking here ⇒

www.harryramsdens.co.uk ⇒