KEWPIE MAYONNAISE Brings Japanese Tamago Sando Experience to Covent Garden This September
Japan’s KEWPIE MAYONNAISE is bringing its global KEWPIE IT. campaign to London with an immersive pop-up at Covent Garden Piazza.
Taking the form of a Japanese convenience store-inspired KEWPIE KONBINI, the free experiential activation will introduce visitors to the role KEWPIE MAYONNAISE plays in one of Japan’s much-loved everyday foods, the Tamago Sando, or Japanese egg sandwich.
Visitors can sample a Tamago Sando made with KEWPIE MAYONNAISE, pick up limited merchandise and have the chance to win their own bottle of the mayonnaise. There will also be a limited-edition KEWPIE IT. Mayozine, a free printed zine featuring brand facts, stories and other content.
The London activation is part of KEWPIE IT., a global campaign launched in 2025 to mark KEWPIE’s 100th anniversary. The UK is one of 12 countries participating in the campaign, which aims to encourage people to transform everyday dishes by experimenting with ingredients and flavours.
At the centre of the London experience is the Tamago Sando, with KEWPIE highlighting how its rich, umami flavour can elevate the simple combination of egg and bread. KEWPIE MAYONNAISE is made using egg yolks rather than whole eggs, alongside vegetable oils and proprietary vinegars.
The brand’s distinctive bottle is designed to minimise oxygen exposure and help preserve the mayonnaise, while its double nozzle allows for more precise drizzling.
Satoshi Wakatsuki, General Manager, Overseas Marketing Planning Department, Overseas Division at Kewpie Corporation, said the campaign aims to show how “one small squeeze” of KEWPIE MAYONNAISE can transform an everyday meal, using the Tamago Sando as a starting point.
When asked about the inspiration for the pop-up, Katie Peake, Founder and Creative Director of Backlash, said: “We tapped into KEWPIE MAYONNAISE’s cultural relevance and aligned the creative with the iconic Japanese Tamago Sando. Drawing on our aesthetic strengths and situating the activation at the renowned luxury destination Covent Garden, we transformed a simple FMCG product trial into an elevated pop-up experience while increasing brand awareness in the UK.“
The Covent Garden activation forms part of a wider UK campaign featuring chef partnerships, social content and influencer collaborations, designed to encourage awareness and at-home trial.
KEWPIE MAYONNAISE is available in the UK through retailers including Sainsbury’s, Tesco, Asda and Morrisons, as well as Ocado and Asian and specialist independent grocers.
When: 19–20 September 2026
Where: Covent Garden Piazza, London
What: KEWPIE KONBINI immersive pop-up experience and chance to win FREE bottle of mayonnaise
Entry: FREE
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