Which Wich

Egg-Rated Sandwich Selling.

How a combination of runny yolk, punny copy, and spot-on ad targeting created Eggwich success.

The Opportunity.

WhichWich was launching a new line of sandwiches. These Eggwiches™ were each topped by a runny, sunny-side-up egg, which made them a bit messy to eat. In collaboration with the client, we decided to lean in to this aspect, creating faux-indecent “yolk porn” content.

Content Creation

Paid Media

Creative Strategy

Content Strategy

The Plan.

We created an online advertising campaign utilizing Google, Facebook, and Instagram. The goal was to drive sales of the sandwiches through the website’s “order online” page. The campaign ran for three months, during which time we tested and optimized the ad variations and targeting parameters.

The Results.


Return on advertising spend


Online Sales Generated


Of total online order revenue

Digitally Led, Not Digitally Limited.

One of the images we created for social media featured a Which Wich storefront with egg-themed decals photoshopped onto the windows. The client liked the concept so much, they recreated it in the real world on the windows of their flagship store―a true case of life imitating art.