British Sandwich Association director Jim Winship said: ‘It’s an important year for our industry and we wanted to find a dynamic and focused agency to help us make the most if it.’
The sandwich is said to have been created in 1762 when John Montagu, the fourth Earl of Sandwich, called for his manservant to bring him some cuts of beef between slices of bread so that he could eat while continuing to play cards.
Founded in 1990, the association works to ‘promote excellence and innovation in sandwich making’, and represents businesses that are involved in the making, distributing and retailing of sandwiches.
The association is a non-commercial organisation run on behalf of its members, which include Greggs, Pret a Manger and Subway.
Lewis has been appointed for a one-year campaign to raise awareness of ‘the importance of sandwiches’.