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Sarnie Party May 2024

In May 2024, MIAM launched the inaugural Sarnie Party festival, the ultimate celebration of all things sandwiches.

Sarnie Party was a brand new concept developed by Molly Hutchinson, founder of MIAM Management and Allie Behr, founder of Hot Sauce Society. Drawing on over 30 years of event experience, Allie & Molly know how to throw a party.

Hosted over 3 days at Camden Town Brewery, we worked with 20 Sandwich Innovators and some of the most exciting brands and contributors. The chefs delivered their unique and innovative sarnies to over 2,500 people over the weekend.

MIAM developed the festival from inception through to delivery, sourced the best chefs in the country, secured sponsorships from influential brands to deliver engaging activations, led on production and established a new brand with creative marketing and PR approaches. The event was a huge success and received an outstanding reception from consumers, brands and the wider food scene.

At its heart Sarnie Party is a fun, sandwich filled celebration pulling a diverse range of chefs together to bring exciting flavours and creative ideas to the consumer. It has established itself as a key London food festival, and the feedback from our chefs speaks for itself:

“We do a lot of festivals and events and it was so nice to work with such a lovely team of organisers!”


“Thank you ladies for being accommodating and creating a space for people to be creative and do what they love and meet people who appreciate it.

Really well organised. The calmness of all of you emanated throughout everyone who was a part of the day. Felt really well supported throughout the day. Even if it was the first time it felt like a well oiled machine.”

MIAM Services

Brand Activations, Content, Creative Management, Curation, Event Direction, Partnerships, Talent Management

Sarnie Party 2024 Ben Lippett beer and sarnie.JPG


Ben Lippett  -  Bross Bagels  -  Deeney's  -  Dom's Subs 
E5 Bakehouse  -  Happy Endings  - KEU  -  Liam Barker   Mondo Sando  -  Picnic Deli  -  Pophams  -  Rogue Sarnies   Ruben's Reubens  -  Snackbar  -  Tacos Padre 
The Black Pig  -  The Bodega  -  The Cheese Truck 
The Untitled Sandwich Shop

MIAM Talent

Ruben Dawnay

Ruben Dawnay

Ruben's Reubens

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