Gaming giant Gala brings The Jolly Good Fish & Chip Hotel to Blackpool

Gala's The Very Good Fish & Chip Hotel

Gala Bingo is proud has announced its new experiential consumer activation, the Jolly Good Fish & Chip Hotel, which will be popping up for one weekend only in Blackpool this weekend.

Inspired by the brand’s new ATL ‘Bunch of Fives,’ British seaside goers will be able to enter Gala Land and enjoy a complimentary serve of fish, chips and peas and games of bingo, all for free.

Inspired by the iconic bingo call “33, fish, chips and peas,” The Jolly Good Fish & Chip Hotel aims to help build community spirit in the UK, by bringing people together to enjoy little moments of joy this summer.

Following Gala Bingo’s 2022 ATL campaign ‘Where A Little Joy Goes A Long Way’, the new campaign ‘Bunch of Fives’ brings the second iteration of the Gala Gang in their trademark yellow van, as they explore ‘Gala Land’ in a series of films, on the hunt for all things five in a row.

The Jolly Good Fish & Chip Hotel will bring to life the ‘Jolly Good Fish & Chip Shop’ from the first in a series of ATL films where everything is set out in fives, recreating it as an experiential consumer experience. The activation will “combine the classic charm of the Great British seaside with the wonder and joy of Gala Land.”

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The interior of Gala's chippie
The interior of Gala’s Blackpool chippie


From midday until 8pm on both Saturday 8th and Sunday 9th July, consumers will be invited to enjoy a free portion of the British culinary staple, fish, chips and peas in a ‘dining experience’ at the prototype Hotel at 131 Bond Street while playing bingo, or take them away to enjoy by the piers or Pleasure Beach nearby.

Consumers will be greeted by a concierge to have a snoop at Gala Bingo’s Jolly Good Fish & Chip Hotel suite and have a cheeky selfie with four friends getting a flavour for what it would be like to spend a night in a fish and chip shop.

“We are delighted to bring to life our new ATL and introduce the world’s first Fish & Chip Hotel in the vibrant coastal town of Blackpool,” said Sara Jolly, head of Gala Bingo. “Gala Bingo is on a mission to spread joy by bringing local communities together this summer, which is exactly what we hope to provide with this new consumer experience. The Jolly Good Fish & Chip Hotel will encapsulate the very best bits of Britain and encourage consumers to find the little joys in life.”

The project is being creatively directed by Capture Communications. The creative ATL campaign, which launched in May 2023, was created by neverland.

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