Ahead of a store opening in Brighton, England, later this week, Ikea has made itself known to locals by addressing a longstanding problem in the seaside town: seagulls stealing people’s fries (aka, chips) on the beach. The activation was brought to life via indie creative agency Mother London.
Over the weekend, Ikea launched a “chip theft insurance” kiosk on Brighton’s seafront, offering complimentary portions of chips to residents and visitors as compensation for the countless seaside snacks stolen by the town’s notorious gulls. The pop-up, which debuted Saturday at midday near the Brighton i360, invited passersby to claim their free chips as “restitution” for past gull-related losses.
“IKEA is today opening its seagull-proof ‘chip theft insurance kiosk’ giving free chips to locals and visitors alike, to try to make up for all the meals disrupted by Brighton’s infamous, feathered troublemakers over the years,” an IKEA spokesperson said.
To take part, customers had to sign a chip theft insurance form and sign up for Ikea Family, the retailer’s free loyalty program that provides discounts, rewards, and other perks. Existing members were equally welcome to join in the fun.
The pop-up kiosk is part of a promotional push ahead of the opening of Ikea’s Brighton store in Churchill Square on Thursday, 14 August. The new location will see the Ikea Swedish Deli, serving chips, meatballs and other treats, alongside a restaurant with sea views.
Karina Gilpin, market manager at IKEA Brighton said: “We’re excited to move into our new Brighton home next Thursday, and to celebrate we’re embracing Brighton’s most infamous neighbours – its seagulls.
