Creative Agency Launches World’s First Brand Strategy for a Sandwich
In a bold move that’s already been translated into three case study decks and 42 LinkedIn posts, Wellington-based agency Figjam & Sons has unveiled the world’s first comprehensive brand strategy for a ham sandwich.
The client, a standard white-bread ham number wrapped in clingfilm, arrived in the agency fridge on a Tuesday and, after being ignored for several days, was declared 'ripe for disruption' by a junior planner named Owen who was midway through a podcast about DTC pickle brands. The team rapidly convened a discovery workshop (code-named 'Snackonomics') involving mood boards, taste archetypes, and a SWOT analysis that bizarrely included Tony from accounts as a Threat.
“Forget FMCG,” said Creative Director Marnie Truscott, “we’re in the age of FMLS—Fast Moving Lunch Staples. This isn’t just lunch, it’s a lightly-cured cultural artifact.” The resulting brand platform, 'Hamifesto: Protein with Purpose', defines the sandwich’s tone of voice as 'assertively moist' and its values as 'Layered. Loyal. Lunch-ready.' An accompanying brand book, printed in rustic beige cardstock with deliberate crumb stains, details usage guidelines for vertical TikToks and passive-aggressive Slack emojis.
The agency plans to enter the work into all major awards under the new 'Edible B2B' category and has already hired a PR intern to manage the sandwich’s media schedule. Asked what comes next, Truscott teased, “We’re already piloting an IPA for cereal. Stay tuned.” Figjam & Sons now has an in-house food stylist on retainer and has upgraded their fridge to a smart model that can detect potential brand assets by carbon dioxide emissions and vibes.
The client, a standard white-bread ham number wrapped in clingfilm, arrived in the agency fridge on a Tuesday and, after being ignored for several days, was declared 'ripe for disruption' by a junior planner named Owen who was midway through a podcast about DTC pickle brands. The team rapidly convened a discovery workshop (code-named 'Snackonomics') involving mood boards, taste archetypes, and a SWOT analysis that bizarrely included Tony from accounts as a Threat.
“Forget FMCG,” said Creative Director Marnie Truscott, “we’re in the age of FMLS—Fast Moving Lunch Staples. This isn’t just lunch, it’s a lightly-cured cultural artifact.” The resulting brand platform, 'Hamifesto: Protein with Purpose', defines the sandwich’s tone of voice as 'assertively moist' and its values as 'Layered. Loyal. Lunch-ready.' An accompanying brand book, printed in rustic beige cardstock with deliberate crumb stains, details usage guidelines for vertical TikToks and passive-aggressive Slack emojis.
The agency plans to enter the work into all major awards under the new 'Edible B2B' category and has already hired a PR intern to manage the sandwich’s media schedule. Asked what comes next, Truscott teased, “We’re already piloting an IPA for cereal. Stay tuned.” Figjam & Sons now has an in-house food stylist on retainer and has upgraded their fridge to a smart model that can detect potential brand assets by carbon dioxide emissions and vibes.