As part of a competition announced last year in partnership with Marie Curie, customers were invited to submit their designs for the SPAR own-brand Egg Mayonnaise sandwich.
Esme Jones, who was 11 at the time of submission, impressed the judges were her quirky cartoon design that showcased some of the ingredients that go into an egg mayo sandwich.
Her design, which also features Marie Curie’s signature yellow and the words ‘best sandwich ever’ in an ode to Esme's favourite filling, will be available for six months in SPAR stores across the North of England. A donation of 5p will go to the end of life charity for each sale of this special pack.
The donation is highlighted on the front of pack and is an increase on the regular 1p per sale pledge that exists across the SPAR range of sandwiches and wraps throughout the year.
Fiona Drummond, company stores director at James Hall & Co. Ltd, which serves a network of independent SPAR retailers and company-owned SPAR stores, said the judges were “blown away the creativity and imagination” of its entrants.
On the winning design, she added: “We really felt Esme’s design is a great take on the Egg Mayonnaise sandwich, one of our most popular lines, while incorporating Marie Curie’s yellow.”
“It’s an eyecatcher and we hope customers buy this classic variety in even greater numbers, especially with the increased charity contribution.”
Between November 2022-2023, more than 300,000 of its egg mayonnaise sandwiches were sold in SPAR stores across the North of England.
James Goldsborough, Esme’s dad, said the win was a welcomed surprise for everyone: “We had completely forgotten about the competition after entering as I don’t think you ever believe you will end up as the winner. When we were contacted about it, I was completely surprised but delighted for Esme. We are really proud of her.
“All the family are now buying SPAR Egg Mayonnaise sandwiches! The design has been faithfully recreated into the real thing and the finished product looks fantastic. Even the lettering is identical. I think we will call it the Esme font!”
Esme added: “I spent a while on the design thinking about it, and then tried to add a bit more yellow to it for Marie Curie before I entered it. I’m so happy and excited to win the competition and see my design on the pack on the shelf. It looks amazing!”
The introduction of Esme’s pack design comes at the same time as a refresh of the SPAR North of England sandwich range manufactured by the Great Northern Sandwich Company, part of the James Hall & Co. Ltd Group of Companies.
New additions include a SPAR Tuna Crunch Roll and a Smoked Ham and Egg Roll, as well as SPAR Peri Peri Chicken, Fajita Chicken, Hot and Spicy Cheese, and Tuna Wraps.
There is also a new ‘SPAR Simply’ range that includes Three Cheese, Ham, Tuna and Corn, Egg and Tomato, and Cheese and Pickle fillings.
All sandwiches highlight the Marie Curie 1p charity donation on the packaging and are part of the revamped SPAR meal deal which is £3.75 or £4.25 depending on product make-up. The meal deal also now includes confectionery.
This follows two major milestones for James Hall & Co. in 2024, including its sandwich pledge reaching £750,000 in March 2024 (since its inception in October 2011 - of which Marie Curie has been benefiting since November 2016) and its 75 millionth SPAR sandwich since Great Northern Sandwich Company began production in 2009.
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