SANDWICH BRITISH WEEKMAY2023

from Sandwich & Food to Go Magazine - 205 - May/June 2023

Demand

22nd-28th

The 29th annual British Sandwich Week is sure to serve up a tasty platter of promotional opportunity.

Welcome Back

It’s that time again, when the British Sandwich & Food to Go Association pays tribute to the nation’s devotion to clubs, subs, wraps, rolls, baguettes, baps, bagels, toasties, pittas and paninis. British Sandwich Week 2023 is between 22 and 28 May, with a feast of activities and campaigns planned – and we want the whole sandwich industry to get involved.

Now in its 29th year, these seven days are a unique opportunity for the sector to come together and take advantage of coverage in both local and national media, whether it’s television, radio, print, digital and social media platforms.

It’s been an incredibly difficult time for the hospitality sector, as the cost of living crisis bites, energy prices continue to skyrocket and we are forced to adapt to a ‘new normal’. However, there can be no questioning the resilience of the sandwich sector, with these seven days sure to illustrate a bright future.

A Memorable 2022

Last year’s seven-day extravaganza proved to be an unprecedented success, attracting widespread attention. The social media campaign grew exponentially, reaching over 11,000 people on Instagram, 25,000 on Twitter and 26,000-plus on Facebook.

The support of numerous major brands helped with coverage. These included Warburtons, Walkers Crisps, Costa Coffee, Birds Eye and so many more. Perhaps the most memorable TV moment was when Good Morning Britain weather presenter, Laura Tobin, delivered her meteorological update while munching on a sandwich delivered by Andi Peters.

Getting Involved

While the association represents those businesses where sandwiches form a core part of the food to go offering, there can be no denying that new initiatives, product lines and fillings are constantly emerging. So, what can we all expect from the British Sandwich Week marketing team?

● A national consumer survey will provide in-depth analysis of how, when and where Brits enjoy their sandwiches. How is WFH influencing the ‘al-desco’ trend? Are we enjoying sandwiches morning, noon and night? These questions, and plenty more, are sure to be answered, delivering valuable facts and figures.

● Working closely with sandwich makers, creators and sellers that know the sector inside and out, spotlighting entrepreneurial stars across the country.

● Bargain Butties – any discounts, deals and offers consumers can pick up across the week.

Comprehensive Coverage

British Sandwich Week 2023 offers some wonderful openings for retailers and brands. Last year, our campaign achieved 684 separate pieces of coverage across printed, online and on-air media, with a total audience of 1.68 billion consumers. This year, the campaign focuses on the versatility and choice that sandwiches offer consumers at any part of the day, with numerous channels for product and brand promotion, via a number of activities. Here are just a few ways to take advantage:

Brand Sponsorship –Have your brand name linked to the entire programme for British Sandwich Week as a main sponsor, across press releases and our online consumer and media hub. Our agency will also work with you to develop a key press story around your brand and provide key coverage on the hub.

Press Sampling – One of the most successful aspects of last year’s campaign was distribution of sample sandwiches to leading journalists and influencers, generating substantial coverage for brands, particularly news and chat shows, as well as online. If you have a new product being launched, or a specific offering you want people talking about, we will be arranging for samples to go to 100 journalists, influencers and bloggers on the Friday prior to British Sandwich Week. Chilled delivery is included.

The British Sandwich Week Competition –An online competition during the week, inviting consumers to come up with a new, commercially viable sandwich recipe.

Website: www.britishsandwichweek.com

Instagram @britishsandwichandfoodtogo

Twitter @BritishSandwich

Facebook @British Sandwich & Food to Go

The BSA team of adventurers have been up and down the country looking for the ﬁnest sandwiches in all the land, as the competition heats up on the way to the ﬁnals at the Sammies.

Darlington. Hinckley. Reading. Not the most glamorous of destinations at ﬁrst look perhaps, but for three days in March, they were the Paris, New York and Milan of the sandwich industry. It may have been a little more prêt-à-manger than prêt-à-porter, but there were still plenty of designers showing off their creations. Just think kitchens, not catwalks.

The elevation of these seemingly ordinary towns comes from playing host to the semi-ﬁnals of this year’s Sandwich & Food to Go Designer competition, where – funnily enough – seemingly ordinary sandwiches were elevated through the culinary genius of the contestants.

With ﬁve sponsored categories – each a competition in its own right – there were plenty of incredible sandwiches to enjoy each day. Our thanks go out to the sponsors who chomped their way through each entry, and to our hosts Flexeserve (Hinckley) and Brakes (Reading) for use of their facilities.

The biggest thanks of all go to the competitors who took part, with congratulations to those who’ve made it through to the ﬁnals.

Finalists

FUTURA FOODS YAMAS! FETA FINALISTS

Contestants were challenged to think outside of the box and explore how YAMAS! feta could be used in trending cuisines and/or with non-traditional or alternate bread carriers.

Rochelle Lack, Greencore Middle Eastern Feta Finger

Adrian Fitzpatrick, Deli Lites Smile and Say Cheese to Feta

Eleny Minto, Greencore Just Peachy

Edvinas Smigelskis, Samworth Brothers

Sticky Chicken Feturger

Simon Broadribb, Uptons of Bassett Mountain Feta & Merguez Wrap

Gierlinger

Beechwood Smoked Cooked Streaky Bacon Finalists

Making this thinly sliced bacon with a natural beechwood smoke ﬂavour the star of the show in this category was the name of the game.

Lizzie Goodman, On A Roll

Youʼre Bacon Me Crazy

Eleny Minto, Greencore Bacon, Burrata & Brussells

Sam Tebbatt, Melton Foods

Posh Piggy

Katarina Broadribb, Lemon & Soul Bacon Hot & Sour Sandwich

Kieran McGivern, Around Noon So Many Bʼs

Finalists

H.SMITH FOOD GROUP STEAM-COOKED SLICED CHICKEN FINALISTS

Competitors were asked to create a sandwich or food to go dish which showcased H. Smith’s steam-cooked sliced chicken.

Kerrie-Ann Parker, On A Roll Chicken Crunch

Phil Thompson, Sandwich King

Teriyaki Style Chicken with Mooli Slaw

Chrissie Attewell, Samworth Brothers

Donʼt Worry Pea Happy

Kieran McGivern, Around Noon Blockbuster Chicken

Katarina Broadribb, Lemon & Soul

Crispy Chicken with Wasabi Punch

Mona Dairy Gouda Finalists

The recipes could be a sandwich or a food to go dish, but Mona Dairy’s Gouda, with its delicious, almost caramel-like ﬂavour, had to be the key ingredient.