Sandwich, the indie food and culture title that sees the world through the lens of a sandwich, has launched its seventh issue of the magazine – The Ice Cream Sandwich edition.
The cover features super producer Benny Blanco, shot in the kitchen of his LA mansion by Matt Adam. The magazine took a deep dive into Benny’s relationship with music and food while he made delicious soft serve sandwiches using Oatly’s plant-based Soft Serve.
As part of the new issue, Oatly and Sandwich have partnered to release a new branded content series, directed by Dara Horenblas (Ugly Delicious / Netflix) and produced by TCO London, the global publisher-agency behind Sandwich magazine.
The series, titled ‘Brain Freeze’, was shot on location in New Orleans, featuring a tricked-out vintage ice cream truck, and hosted by Mason Hereford, founder of world-renowned sandwich shop Turkey and the Wolf. Mason was given the mission of taking Sandwich on a tour of his hometown, meeting his foodie friends, mixologist Deniseea Taylor, chef Gabbie Batiste, and drag innovator Poppy Tooker, and asking each of them to invent unique soft serve sandwiches inspired by the city.
From daiquiri-influenced, mint-chocolate creations to concoctions featuring potato chips sprinkled onto matcha cookies, each soft serve sandwich took on a life of its own.
Brain Freeze is promoted in the new issue of the magazine and will be activated across Sandwich and Oatly channels. The partnership will include launch parties in London and Amsterdam, where Oatly has launched a pop-up soft-serve shop that runs through August 31.
Simon Baker, TCO’s Managing Director, said: “For us ice cream is all about joy, and we wanted this partnership to bring a dose of serotonin to ice cream lovers everywhere. As long-time fans of Oatly, we were excited to use the unique voice that Sandwich has to drive awareness of Oatly’s product range to our community and beyond.”
Sandwich is available across premium magazine retailers in the UK, Europe and the US, as well as through Oatly’s network of coffee shop partners. For the first time this issue will also be available in Waitrose and WH Smiths in the UK and Barnes & Noble in the US, as well as on Apple News+ and via Oatly’s coffee shop network.
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. TCO also operates an insight studio, TCO Lab, which helps brands to define their position in culture and discover how to support and grow communities.