IKEA has found a playful way to announce the opening of its new Brighton store — by taking direct aim at one of the city’s most notorious features: its seagulls.
In collaboration with creative agency Mother, the Swedish retailer has rolled out a series of out-of-home posters featuring images of its furniture, each “decorated” with a realistic touch of bird droppings. From chairs and stools to filing cabinets, the ads mimic the reality that Brighton locals know all too well.
“Step out your front door, sit on a bench, or look out your car window — there are presents left for you everywhere. It’s just part of life that every Brighton local deals with,” the agency explained in a LinkedIn post.
Adding to the humour, IKEA launched a “chip theft insurance kiosk,” offering free chips to residents in a nod to the countless seaside meals disrupted by the city’s feathered troublemakers.
The campaign has been praised as a prime example of hyperlocal marketing — hitting the sweet spot between funny, relatable, and unmistakably on brand.
