Split the B: How surplus Guinness became Manchester’s most talked-about sandwich

Client: Mulligans
Brand Strategy, Communications, Influencers, Live Event
Date: 18/12/2025

Mulligans, our longstanding client renowned for pouring the best pint of Guinness outside of Ireland, had a story worth telling. After working closely with them, we learned one of the secret’s behind every perfect pint – a meticulous line-cleaning process that leaves surplus Guinness that’s not quite perfect enough to serve, but far too good to ignore.

We saw an opportunity to turn this quality commitment into a headline-worthy moment by partnering with Bada Bing, the Northern Quarter’s cult sandwich deli, to create “the split the B” – a Guinness braised short rib sandwich that sold out in 28 minutes.

Objectives

Showcase Mulligans’ commitment to Guinness quality and rigorous line cleaning process
Create a headline-worthy brand collaboration that seamlessly blends two beloved Manchester institutions
Drive cross-audience awareness and love for both brands
Tap into Bada Bing’s 34K+ social following and young foodie audience

The Challenge.

Manchester was packed with great options for the collab – bakeries, pie shops, sandwich delis. But finding the right partner meant identifying a brand that shared Mulligans’ dedication to quality, had an audience that would genuinely benefit both businesses, and could help tap into new markets without forcing it.

The Solution.

Bada Bing. We positioned this as a collaboration born from shared dedication to quality – not waste reduction – and let them run with the product development because we trusted their model and knew authenticity was everything. By turning surplus Guinness into Manchester’s most talked-about sandwich filling, we gave both brands a cultural moment worth shouting about.

Our Approach.

First up, we locked in a dedicated content shoot – because if you’re bringing two Manchester legends together, the visuals need to slap. High-quality imagery captured the collab in all its glory, giving us the ammo we needed for press and social.

Then came the exclusive bit. Before the sandwich hit Bada Bing’s counter, we transformed Mulligans’ upstairs into a proper tasting event for media and influencers. Sandwiches made fresh on-site, paired with perfectly poured pints. Content rolled out the same day, building serious buzz ahead of launch.

We hit the press office hard with strategic releases – first announcing the collab, then dropping the giveaway bomb: 100 free sandwiches plus 100 complimentary Guinness tokens. A smart bounceback that sent people from Bada Bing straight to Mulligans.

Launch day? Queues down the street. All 100 sandwiches gone in 28 minutes flat. Job done.

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