The Sandwich Artists – Come on, let’s stop gendering food!
The Sandwich Artists have served up sandwiches featured in Men’s Health article “25 Gourmet Sandwiches for Guys”. Using the social media platform of Instagram, each ingredient of the sandwich was posted leading up to the day of creation of the sandwich. The limited edition of 10 sandwiches was sold out of a studio space, allowing for multiple participants to purchase the sandwiches. The stock photo aesthetic was used on the Instagram to keep the ingredient promotion standard and consistent throughout the social media campaign.
Reflecting on food-related projects like Conflict Kitchen, Free Lunch by Life of a Craphead, and Basil AlZeri’s Mobile Kitchen Lab, The Sandwich Artists are fighting the patriarchy one sandwich at a time.
Sandwich 1: B.A.L.T
The first edition of sandwiches was a bacon, avocado, lettuce and tomato sandwich on ciabatta with mayonnaise. Each sandwich was wrapped and secured with a “25 Delicious Sandwiches for Guys” label, with the graphics courtesy of the Men’s Health article. The edition of ten sandwiches was sold completely. Participants who purchased sandwiches all identified as female.
Sandwich 2: Roast Beef with Horseradish and Cucumber
The second edition of sandwiches sold quicker than the first sandwich. We had two repeat customers and 8 new customers. Again, all participants who purchased sandwiches identified as female.
Sandwich 3: Croissant with Herbed Goat Cheese and Spinach
The third and final edition of sandwiches were sold within 1.5 hours. The word of the sandwiches created by The Sandwich Artists travelled to new customers for this edition, while 5 of the sale were with repeat customers. For the final edition, sales were all to customers who identify as female.
Social media interactions:
Instagram handle: @the_sandwich_artists
Total followers: 142
Number of posts: 21
First post: March 13th, 2017