In pictures: Krug launches high-end chippie in Covent Garden

Champagne brand Krug popped up in London's Covent Garden with a fish and chips-themed activation last week (8-12 July).

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More than 550 visitors dined at Krug & Chips across the five-day run, and the experience drove 244 consumers to the LVMH brand's app, which lets guests explore the heritage of Krug and its bottles.

At the pop-up, chef Tom Sellers served up dishes with an interesting take on the classic British fish and chips. Plates on offer included Monkfish cheek curry with matchstick fries and lobster claw wrapped in potato spaghetti with tartar sauce.

Guests could also experience Krug's private pods. The package included a 45-minute hire of the luxury seats, a bottle of champagne, a dish from the menu, and a special gift for each person.

White Label devised the experience. Phillipa Meade, associate director of the agency, told Event: "We are extremely happy with how the Krug & Chips event has been received by consumers and press last week.

"The unique combination of Krug Grande Cuvée and Tom Sellers' dishes clearly hit the spot as we served nearly 600 guests in the five days we were live. We are loving seeing everyone's enjoyment through their photos on Instagram."

More: Moët pop-up brings a slice of Champagne to London

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Dom Pérignon to create champagne pop-up in London

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