“People of Luton, the cheese sandwich must be saved!,” so proclaimed a press release ahead of the arrival of the Anchor Cheese bus in St George’s Square on Friday.
Traditionally a British favourite, cheese sandwiches are being side-lined for fancy lunchtime alternatives, and Anchor is on a mission to use its own cheddar to remind you just how good they can be.
Never one to shy away from an offer of free food, I wandered down to the square.
You couldn’t miss the bus brigade, with their loud speakers, campaign flags, money off vouchers, plus paper bags containing cheese sandwiches being thrust at shoppers.
Anyway, not surprisingly, I got the crew to say “cheese” and the results are the photos on this page – one complete with a shopper munching away who kept hanging around in the shot!
This is an extract of the Simply Sims column which appears in the Luton News every Wednesday.