FIRST EVER 'SANDWICH MAGAZINE'

The condiments industry hasn’t had a shake up in a while, so when Sir Kensington’s entered the market they wanted to do everything they could to disrupt it with style. For too long we’ve accepted bland sauces on our shelves and equally bland communications to accompany them. Sir Kensington’s didn’t want to stand for that. They wanted to cut through the supermarket clutter and build a brand platform that people could personally connect with for life, not just for dinner. We took an often overlooked culinary creation, the sandwich, and produced an entire content strategy around its significance in culture. Together with award-winning journalists, illustrators and photographers from our network, we created a bespoke print publication and digital content that championed Sir Kensington’s ethos of celebrating food as a connector. At the heart of the partnership is Sandwich magazine, the first ever quarterly publication that celebrates the love of all things sandwiches. Our first issue was based on the BLT, including stories of lettuce-growing in space to documenting what happens in the clean-up of the infamous tomato smashing ‘La Tomatina’ festival. Taking inspiration from Huck’s cutting-edge journalism and Little White Lies’ love of craft, Sandwich magazine replaces conventional ‘foodie’ content with unexpected narratives that challenge the mundane.