Brief
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.
They now needed an exciting and stylish communications project that would embody their brand values of ‘championing food as a connector’ to accompany their product.
The brief was to cut through the supermarket clutter and build a physical and digital brand platform that people could personally connect with not just for dinner, but for life.
Solution
We took the beloved sandwich and produced an entire content strategy around its significance in culture. Each issue features a specific sandwich and uses it as a lens on cultural reporting from the most surprising corners of the world.
The magazine replaces conventional ‘foodie’ content with unexpected narratives that champion Sir Kensington’s ethos of celebrating food as a vital human connector, covering topics as diverse as race, politics, art and community.
Content from the magazine is also seeded onto the Sandwich Magazine Instagram channel, which highlights the world’s best sandwiches. Stories from the magazine are revisited as mini-social films and features, building a community of ‘sando’ lovers from around the world. The magazine is also repurposed into a ‘zine’ which is distributed with product via e-commerce.
TCO also manage the global distribution strategy for the title.
Results
“Sandwich just might be the New York Times Magazine of culinary publications.” – Campaign
-4 premium themed magazines a year
-Themes: The BLT, The Banh Mi, The Lobster Roll, Tunde Wey guest edited issue
-Each mag featured 9 original stories, bespoke photography and award-winning design
-Zine distributed alongside purchase of Sir Kensignton’s condiments on Amazon and other online retailers
-Distributed to influencers in the US and UK
-Available in 15+ countries and world major cities including New York, LA, London, Berlin, Amsterdam, Lisbon, Stockholm, Beijing, Taipei, Tokyo, Singapore and more
-Placements at premium NY, LA and London locations including: Ace Hotel, Soho House, Beverly Hills Hotel, Chateau Marmont, Wythe Hotel, Tate Modern, Barbican and many more
ROI
Critical acclaim with positive reviews in Campaign, AdWeek, Ad Age, Monocle, Mag Culture and more
Winner: SPD Awards, Best Cover, BLT Issue
Results were so impressive, with overwhelmingly positive reviews and audience response, that the magazine will continue to publish into 2021 and beyond
