Foxy Bingo Opens World's First Mullet Only Salon

Foxy Bingo are launching the world's first ‘mullet-only’ salon in Newcastle, helping people to embrace their inner foxiness and ‘Get Their Fox On’ by getting a mullet chopped this March. Dirty Gertie’s Mullet Salon (named after the classic bingo call number 30) will be popping up in central Newcastle on the 4th and 5th of March for one weekend only, where hairdressers will be offering free mullet haircuts to consumers. 

Dirty Gertie’s Mullet Salon follows Foxy Bingo’s new integrated campaign ‘Get Your Fox On’ that launched across TV, radio and online in November 2022. Foxy Bingo will be bringing the salon showcased in the campaign to life, recreating it as a wacky pop-up consumer experience, which embodies Foxy Bingo’s anything-goes attitude and northern charm. 

Foxy hairdressers will be on site to provide guests with their chosen haircut from the 'Mullet Menu' from the classic mullet to the ‘shullet’. Guests will also be able to enjoy a cup of tea and a game of bingo whilst the BoomFox brings the party in the background. 

To celebrate the opening of this world first, the brand’s lead creative agency neverland have developed a playful OOH and social campaign featuring the mulleted hero of Foxy Bingo’s most recent campaign. 

The salon’s opening is being announced through a large-scale digital OOH campaign across Newcastle and the wider area. The city will also see a fleet of pedicabs and iconic parts of the city will be turned purple and orange with eye-catching projections in the run up to the launch. 

For those not able to make it to the salon, Foxy Bingo has partnered with Snap to develop a Foxy Mullet Snap Filter. The filter will allow users to give themselves their very own ‘Foxy mullettled’ makeover by picking from a range of Mullet styles, without having to take the full leap with a pair of clippers! 

Sara Jolly, head of Foxy Bingo said, “The Get Your Fox On campaign marked the start of an exciting new identity for Foxy Bingo. We are so excited to take it to the next level with Dirty Gertie’s Mullet Salon. The activation aims to bring the Foxy mullet to the masses in a playful way, and the mullet-only salon truly embodies the ‘wacky, fun and friendly’ spirit of Foxy Bingo which continues to set Foxy apart from other brands in the Bingo sphere.” 

The activation was creatively developed by Capture Communications and neverland. The two agencies have worked closely together on the event and launch communications to build on the new creative platform launched in late 2022. Media for the event was planned and booked by the7stars.