To celebrate São Paulo’s 472nd anniversary, an unprecedented campaign decided to look at one of the city’s most beloved traditions: its classic sandwiches. Named Lendas Paulistanas(Legends of São Paulo), the campaign brings Patties together with three historic addresses in São Paulo’s gastronomic scene: Bar do Mané, Bar e Lanches Estadão, and Ponto Chic in a tribute that combines urban memory, humor, and gastronomic experience.
The initiative was presented to the public through a video posted on social media, which drew attention for its humorous language and the symbolic meeting between establishments that helped build the capital’s culinary identity.
Sandwiches that tell the city’s story
During the campaign period, Patties will offer exclusive reinterpretations of iconic sandwiches, developed in collaboration with each of the invited establishments. The recipes will be available for a limited time, creating a gastronomic itinerary that spans different chapters of São Paulo’s history.
Bar do Mané (January 15-21)
The first tribute is dedicated to the traditional mortadella sandwich, a symbol of the Municipal Market. The version created for the campaign features Ceratti mortadella, a blend of Patties cheeses, and French-style bread, preserving the essence of the classic with a contemporary twist.
Bar e Lanches Estadão (January 22-28)
The following week, the famous ham sandwich, an unmissable staple of the city center, takes center stage. The reinterpretation features the establishment’s traditional ham, combined with Patties cheese blend and served on French-style bread.
Ponto Chic (January 29 to February 4)
Closing out the event, the classic Bauru, created in 1922, gets a special version with roast beef from Ponto Chic, a blend of Patties cheeses, and French-style bread, reinforcing the legacy of one of São Paulo’s most iconic sandwiches.
Special pins and packaging
In addition to the snacks, the experience includes limited edition collectible pins and exclusive packaging, developed with a visual identity inspired by each of the restaurants being honored. The items accompany the combos and reinforce the commemorative nature of the campaign, transforming each sandwich into a souvenir of the city’s anniversary.
Cultural contest invites the public to tell their own legend
As a central part of the action, the campaign launches the Lendas Paulistanas Cultural Contest, which invites the public to transform the gastronomic experience into content for social networks. The proposal is simple: visit the three participating restaurants, try the classic sandwiches, and record the journey on video.
To participate, you must post the content on Reels on Instagram and/or TikTok, using the official campaign hashtag, and fill out a form that will be available starting January 15 on Patties’ channels. The evaluation criteria are objective: the video with the most views wins, regardless of the number of likes.
The contest is divided into two categories:
- Non-Influencer: profiles with up to 10,000 followers
- Influencer: profiles with more than 10,000 followers
In the Non-Influencer category, the winner receives R$ 20,000 in cash. Among the Influencers, the prize includes R$ 20,000, in addition to an exclusive replica that pays tribute to the three establishments participating in the campaign.
The participation period runs from January 15 to February 11, 2026, with the results being calculated on February 12 and announced on February 19 on Patties’ official profile.