21 May: Ed Miliband’s ‘Bacon Sandwich’ Moment
Labour leader Ed Miliband awkwardly ate a bacon sandwich at New Covent Garden Market on 21st May, 2014. Mid-bite, eyes squinting, lips oddly parted, and fingers clumsily gripping the sandwich – it was an instantly meme-able moment.
The British press pounced. The photo became a viral sensation, with endless edits, spoofs, and headlines suggesting Miliband wasn’t “human enough” to relate to the average voter. It was a perfect storm of bad optics, class-coded food politics, and the relentless image-focused nature of modern campaigning. The idea that someone couldn’t even eat a sandwich “properly” became, bizarrely, a shorthand for unrelatability.
In this episode, Arion, Rebecca and Olly unpick why this accidental photocall continued to resonate a year later, becoming a ‘defining image’ of the 2015 general election; recall how David Cameron swerved a similar encounter with a hot dog; and discover how the Google results for this iconic moment have been somewhat interfered with…
Further Reading:
• ’Is this the moment Ed realised that the man who sold him this bacon sandwich is voting Tory? Labour leader’s nationwide tour gets off to a difficult start’ (Mail Online, 2014): https://www.dailymail.co.uk/news/article-2634977/Is-moment-Ed-realised-man-sold-bacon-sandwich-voting-Tory-Labour-leaders-nationwide-tour-gets-difficult-start.html
• ‘The Defining Image of the British Election’ (The Atlantic, 2015): https://www.theatlantic.com/international/archive/2015/05/ed-miliband-bacon-british-election/392867/
• ’Ed Miliband: ‘The bacon sandwich didn’t lose me the election’’ (LBC, 2021):