A new campaign, The Pie and Mash Pilgrimage: 7 Pie Shops in 7 Days, is set to take centre stage as part of the second annual National Pie’n’Mash Week (March 10-16). TikTok influencers Cockney and Caribbean – Essex boy Danny Sains and his wife Carlene, whose families hail from Canning Town and Bow – are leading the charge, hosting a pie’n’mash tour across London and the Southeast.
Over seven days, they will visit seven iconic pie shops, inviting their followers to become ‘pilgrims’ and join the journey. On a mission to introduce first-timers – ‘virgins’ – to the classic Cockney dish while rallying long-time fans for a bit of pie’n’mash tourism. Those taking part will receive a special commemorative certificate, marking their pilgrimage to these cherished gastronomic landmarks.
Commenting on their journey, Danny and Carlene said: “We’ve had two pie shops close their doors since the pandemic, so we know first-hand how important it is for people to get behind their local pie’n’mash shops. The only way it survives is if we keep eating it, simple as that. We’ve got loads of followers who’ve never had proper pie’n’mash and always ask to tag along, so we thought why not make a tour of it for Pie’n’Mash Week? Seven shops, seven days, and everyone’s welcome! To join the pilgrimage and for more details head over to our TikTok @cockneyandcaribbean.”
Followers can be part of the free mission by visiting https://www.eventbrite.com/e/national-pie-
and-mash-week-10-16th-march-2025-official-campaign-tickets-1252943350289?aff=oddtdtcreator
Danny and Carlene, are known on TikTok as Cockney and Caribbean. Their families both hail from the East End – Danny’s from Canning Town, Carlene’s from Bow. They made history as the first couple to get married in Selfridges London and have been married for three years. They are a blended family with three children—Danny has two daughters, and Carlene has a son.
“Our cultures mean everything to us, and that’s what we love sharing on our TikTok – whether it’s through music, everyday life, or most importantly, food. From traditional pie’n’mash to classic
Caribbean dishes, we celebrate the flavours and traditions that shape who we are”.
Danny’s background is in owning pie shops, while Carlene works in fashion. After losing two of his own shops, Danny became even more passionate about keeping the pie’n’mash tradition alive. Through their TikTok platform, we bring people together, bridging the gap between cultures by sharing their love for food, music, travel, and family life – all with honesty and authenticity. “Our
journey has shown us that culture and community are what keep traditions going, and that’s exactly what we’re here to do”.
Campaigners are aiming to expand national and international status and sales for a dish whose celebrity fans include actors Danny Dyer and Emma Cooke, footballer David Beckham, and comedian Arthur Smith, and which is also featured in BBC TV’s ‘East Enders’ with the ‘Beale’s Eels’ Pie & Mash House.
National Pie’n’Mash Week also features the launch of the Pie’n’Mash Futures report, calling for a 7 point plan to promote a successful and sustainable future for Pie’n’Mash.
Other special events include visits by Pearl Kings and Queens to shops and making special tributes to Cockney legend, Sir Michael Caine, celebrating his birthday on March 14th.
The staple dish of Cockney cuisine, pie’n’mash, is also seeking Traditional Status Guaranteed (TSG) to protect its heritage and promote itself worldwide that puts the traditional London fayre alongside the likes of Cornish pasties and Bramley apple pies.
The traditional pie’n’mash dish consists of a savoury pie filled with minced beef, mashed potatoes, served with a parsley liquor, which can also be accompanied by stewed jellied eels. Although each pie shop has their own recipes and customs for making their pies, mash, and liquor, the TSG status will serve to protect the traditional methods used and mark the cultural importance of the dish.
Over the years, a network of typically family-owned pie’n’mash shops has spread out from its inner London heartlands to now across the South-East, in a region dubbed ‘Cockneydom’ – defined as having a traditional Pie’n’Mash shop, from Bishops Stortford in the North to Tonbridge Wells in the South, and to the East coast, with outposts as far North as Whitby.
For further details of the National Pie’n’Mash Week campaign visit
www.nationalpiemashweek.org.uk
The commemorative week is organised as part of the Modern Cockney Festival (March 1st -31st 2025), a month-long commemoration of the culture, heritage and future of non-posh Londoners. Modern Cockney is a community partnership between the Bengali East End Heritage Society and social enterprise Grow Social Capital. More details at www.moderncockneyfestival.org.uk