Oxfam serves £67m pie in playful pop-up

As billionaires schmoozed in Davos, Oxfam opened the doors to Pie Society – a cheeky one-day pop-up in East London that served up pies with a side of wealth inequality.

Hosted at Hoxton’s F. Cooke pie shop the campaign, by agency Blurred, used tongue-in-cheek pricing to show how a 2% wealth tax could be a piece of cake to implement.

On the menu: the £6 ‘People’s Pie & Mash’ for everyday punters, and for Britain’s billionaires, ‘The Upper Crust Special’ – a £67 million portion, reflecting the tax they’d pay if such a policy were adopted.

With strong public backing for a 2% annual tax on net assets over £10 million – a move that could generate £24 billion a year – Oxfam’s activation made a serious point with a light touch.

“It’s as easy as pie,” said Rhaea Russell-Cartwright, Director of Racial Justice and Equalities at Oxfam. “Unless you know some very wealthy people, even your richest friend’s richest friend wouldn’t get a bill.”

Timed to coincide with the World Economic Forum, Pie Society served up food for thought and a reminder that Britain’s billionaires gain enough in ten minutes to cover a year’s worth of groceries.

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