The activation begins on 19 July in Soho, London, with a "Deli Exchange" where the brand is serving sandwiches created by Berlin deli Mogg, as well as Californian site Ike’s Love and Sandwiches.
The experience is being delivered by W Communications with Bearded Kitten. It will be serving a range of sandwiches featuring salt beef, pastrami, vegan meatballs, and chicken until Saturday. The tour is also set to visit Dublin, Manchester, Bristol, Liverpool and Glasgow.
All proceeds from the sales will be donated to Action Against Hunger.