This sandwich building campaign was about the belief that when you make something yourself, it tastes so much better. It’s this extra effort, love & care that makes it worth it, makes it special. The creative ask was to develop custom bread lettering & sandos recipes that would be made in progressive steps through each headline - starting with a bare slice, all the way to the final ready-to-go sandwich, with some relish added somewhere in the process. Each letter was created & styled by hand as a unique object crafted with carefully selected real ingredients, then photographed freshly made.

Shot with David Gill.