15/07/2026
Have you ever been a victim of a Brighton seagull? 😭🍟
If you’ve visited Brighton, you know the challenge: protect your chips, and always look up.
For the opening of its Brighton store, IKEA embraced one of the city’s most familiar love-hate relationships. Instead of showcasing perfect interiors, the campaign featured the product covered in fresh seagull droppings — turning a local frustration into a memorable brand moment.
The campaign also introduced a temporary “Chip Theft Insurance” booth, compensating people for fries stolen by Brighton’s infamous seagulls.
The success of this localized campaign came from turning a shared local experience into a creative idea that resonated instantly with the community.
Swipe through to discover IKEA’s “Ad of the Week.” ➡️
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