Designed to recognise and reward the quality chips served in independent pubs across the country, winning a Chip Choice Award will provide pubs with a tool to promote chips in the run up to, during and after the Week. The awards will be voted for by customers. To take part entrants can call the Chip Week hotline on 01664 869409 or email [email protected]. All pubs will automatically be entered into the awards and sent free promotional material in January to encourage customers to vote. Customers will be able to register their votes online at www.chips.lovepotatoes.co.uk or by completing and returning the voting cards provided with the Chip Week point-of-sale kits. Voting opens on Friday 13th January 2012 and will close at midnight on Sunday 12th February (all voting cards must be received by Chip Week HQ by 14th February to be counted). Pubs with the highest number of votes in each region will be crowned 'Best independent Pub/Restaurant Chips - Regional Champion', with one picking up the coveted title of 'National Champion'. Kate Cox, Chip Week campaign manager for Potato Council, said: "Participating pubs will also benefit from promotional material to help raise awareness of their involvement in the Chip Choice Awards, so make sure you register today and start planning for Chip Week 2012."