Sandwich magazine, the award-winning indie food and culture title that sees the world through the lens of a sandwich, has launched its eighth issue, The Chef’s Special edition, with Gordon Ramsay as the Guest Editor.
Inspired by the infamous meme he created on the Late Late Show with James Corden, and shot in the kitchen of his Los Angeles home by Brian Bowen Smith, this special edition Sandwich cover sees Gordon Ramsay ‘Idiot Sandwiching’ himself for the first time in print.
The magazine’s Chef’s Special theme takes a deep dive into Gordon’s relationship with meme culture, how cheffing has changed since he started out, and how his love of sandwiches has led to his new ‘Idiot Sandwich’ show. Gordon asked the world’s leading chefs, including Thomas Keller, Paul Ainsworth, Christina Tosi and Grant Achatz, what sandwiches they make in their break while at work. The issue also features classically trained chef and social media star Olivia Tiedemann’s first print interview and photoshoot.
The partnership between Gordon Ramsay and Sandwich will promote his new food show, ‘Idiot Sandwich’, an all-new sandwich competition series hosted by Ramsay himself and inspired by his wildly popular meme. Featuring an array of social media creators such as Albert Can Cook, Owen Han, Sydney Morgan and more, each episode sees three contestants go head to head to create a sandwich they think will take the internet by storm, in just 20 minutes – with the added pressure of being judged by Gordon.
Gordon Ramsay said: “When my new show Idiot Sandwich got the green light, it was a no-brainer that we should collaborate with Sandwich magazine. I first came across the title when I picked up the BBQ Brisket issue a couple of years ago. I was struck by this fresh take on food journalism, using the humble sandwich as a lens for culture.”
Simon Baker, Managing Director of TCO London, the publisher-agency behind Sandwich, said: “The idiot sandwich meme is ubiquitous within social media culture, so partnering with Gordon to build a world around his new show has been a dream. As long-time fans of Gordon, we were excited to use the unique voice that Sandwich has to drive awareness of ‘Idiot Sandwich’ to our community and beyond.”
Sandwich is available across premium magazine retailers in the UK, Europe and the US, as well as on Apple News+ or from sandwichmagazine.com. Watch ‘Idiot Sandwich’ on Gordon’s YouTube channel from Wednesday 17th of January. The Sandwich Magazine partnership will include a launch event in London in early March.
About TCO London
Established in 2006, TCO London is the publisher of global culture and entertainment media brands Huck, Little White Lies and Sandwich magazine, as well as a full-service creative agency. TCO operates a global network of creative collaborators to help the world’s leading brands and organisations connect with culture through unique insight and access, remarkable stories, premium content and partnerships.
