swag | wall’s ice-cream is celebrating its centenary year with a free seafront birthday bash

Beloved ice-cream brand Wall’s is pulling out all the stops to mark its 100th birthday with a free party this June. And yes, there will be Twisters and Calippos galore, plus the iconic Rocket lolly is making an anniversary comeback, too.

The celebrations will kick off with an ice-cream van procession through Brighton, starting at Madeira Drive at 11am and ending at Hove Lawns where the seaside-inspired party will kick off at midday.

Look out for flash mobs near the pier and the i360 (at 12.30pm and 2pm) and huge outdoor games (we hear they’ve got human table football and Twister – of course – for starters), music, and, of course, lots and lots of tasty ice-cream and lollies (15,000 of them if you like your numbers).

Can’t make the party? You can still get your hands on some free ice-cream goodies. Wall’s used to deliver its ice-cream by tricycle, so to mark the centenary year, they’re bringing back door-to-door drop-offs with speedy grocery delivery service Getir. Anyone who places any order between the 18th and 26th of June and between 11th and 17th July 2022 (while stocks last) will bag themselves a pack of free ice-cream.

See you at the party!

Saturday, 18th June, 2022; midday–5pm (procession starts at 11am from Madeira Drive)
Hove Lawns, Brighton, BN3 2PE