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Northshore October 2025

Ipswich is Transformed Into a Set for Ed Sheeran’s Newest Music Video With the Help of North Shore Vendors

For one day in March, Northshore vendors helped transform Ipswich into a set for the English singer’s newest music video.

Calvin Hennick
Peter Nikolakopoulos, owner of the Newburyport-based food truck Beefie Boys, had never served smiley fries before.But in the scramble to prepare a special menu for a mystery client—who turned out to be Ed Sheeran, the superstar singer/songwriter behind hits like “Shape of You” and “Bad Habits”—Nikolakopoulos found himself ordering McCain Smiles frozen mashed potato shapes to plate up alongside fish and chips, sliders, and grilled cheese sandwiches. “Ed Sheeran wanted his favorite fries,” Nikolakopoulos says. “So we had to track those down.” On the final Friday of March, Sheeran descended on Ipswich to film the mu
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