Sir Kensington’s Sandwich Magazine

GOLD AWARD FOR BEST PRINT, INTERNATIONAL CONTENT MARKETING ASSOCIATION AWARDS

— THE CHALLENGE —

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.

— TCO Solution—

We took an often overlooked, but universally beloved culinary creation, the sandwich, and produced an entire content strategy around its significance in culture.

Each issue features a specific sandwich along with cultural reporting, photo essays, and interviews on the most surprising and creative corners of the food world at large.

The collaboration takes inspiration from Huck’s cutting-edge journalism and Little White Lies’ love of craft, to replace conventional ‘foodie’ content with unexpected narratives that challenge the mundane and champions Sir Kensington’s ethos of celebrating food as a connector.

— AT A GLANCE —

• 9 original features of bespoke text, photography and illustrations

• Distributed to influencers, consumers and stockists; also available to purchase online

• 20 digital assets for online distribution via fast growing insta channel

• Available in 15+ countries including New York, LA, London, Stockholm, Berlin, Lisbon, Amsterdam, Zurich, China, Taiwan, Tokyo and Singapore

• Placement in premium locations Tate Modern, Import News, Barbican, MAGMA, Ace Hotel, The Standard, Wythe Hotel, Soho House, Neuehouse, Beverly Hills Hotel, Chateau Marmont

“The sandwich is so simple, so ubiquitous and so often underrated. And yet when we started telling friends we were making a magazine about the sandwich, every person beamed. Turns out the sandwich is a joyously accessible hometown hero but it can be as sophisticated and varied as you'll find across global culinary traditions. That's why every issue of Sandwich Magazine seeks to celebrate a single sandwich and dives into its history, taxonomy and anatomy. With the help of TCO’s award-winning journalists, photographers and illustrators we quickly take a left turn into the fascinating cultural significance of the sandwich.”

Matthew Loyd Chief Marketing Officer, Sir Kensington's

ISSUE 1: THE BLT

Our first issue ‘The BLT’, included stories of lettuce-growing in space to documenting what happens in the clean-up of the infamous tomato smashing ‘La Tomatina’ festival.

ISSUE 2: THE BANH MI

Our second issue pays homage to one of our favorites, the Banh Mi. This issue explores the complicated history of the sandwich, dives into the political iconography of Spam, and the search for Maggi sauce in Saigon. This magazine is our gift to sandwich lovers everywhere.

ISSUE 3: THE LOBSTER ROLL

Our third issue pays homage to one New England classic, the lobster roll. This issue explores the meaning of the sandwich, dives into the sustainability of the lobster industry, and the place of the lemonade stand in American imagination. This magazine is our gift to sandwich lovers everywhere.

ISSUE 4: AFRICAN SCRAMBLE

TAKE OVER ISSUE with guest editors Tunde Wey and Ruth Gebreyesus. Issue four of Sandwich magazine features a conceptual sandwich, The African Scramble. This newly coined word for this newly constructed sandwich is a vehicle for our guest editors to expose the historical complications of the profoundly unfair, asymmetrical relationship between Africa and the west.

“Finally a sponsored ad I WANT to see. This type of work is delicious!!” - Instagram User