Anyone for a strawberries and cream sandwich?

Yes, you read that headline correctly.

Not only is the strawberries and cream sandwich real, but it has also gone viral, generating some much-needed positive coverage for a brand that has been in crisis media management mode for a long time.

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The limited-edition sandwich was launched by Marks & Spencer to coincide with the start of Wimbledon.

The Red Diamond Strawberry & Creme Sandwich – to give its full name - is said to be inspired by the viral Japanese fruit ‘sando’.

It is made with sliced Red Diamond strawberries, on a layer of cream cheese and sweetened bread.

“It may look like a dessert but you’ll find this exclusive treat at home with the rest of our sandwiches,” the retailer said.

It doesn’t appeal to me – sandwiches peaked when they created a lasagne filling – but there has been a huge appetite in the media to cover the story:

Additionally, there has been a seemingly endless supply of journalists, as well as TikTok and Instagram influencers, giving the sandwich a taste test.

It is brilliant PR for M&S and comes as it slowly emerges from a long-running reputational crisis.

The leading high street retailer has been battling a cyber-attack since early April – an incident where its initial crisis response was a bit of a mixed bag.

And operationally, things are still not fully back to normal.

The store said last week it hopes that by August it "will have the vast majority of this behind us".

The sandwich's success helps shift the narrative surrounding the retailer. And the extensive coverage it has created helps move some of the negative stories further down the Google search results.

But why has a sandwich gained so much coverage?

Well, it includes many elements of TRUTH.

It’s an acronym we use during our media training courses to demystify what makes something newsworthy.

It stands for Timely, Relevant, Unusual, Trouble and Human.

In terms of Timeliness and Relevance, the timing could not be any better. The sandwich has been launched at a time when strawberries and cream always take centre court, and many people’s attention is drawn to Wimbledon.

Crucially, it ticks the Unusual box. A sweet sandwich is a surprise. It’s a bit strange and quirky, and makes you double-take. And the fact it is supposedly inspired by Japanese sandos sparks our curiosity and intrigue to try something new.

What about Trouble? Well, strawberries and cream in a sandwich is controversial. While some appear to like the combination, others view it as a culinary crime. But love it or hate it, people are talking about it. Additionally, the £2.80 ‘from’ cost for a sandwich made from just one slice of bread is a little hard to swallow.

And the Human part? We all eat sandwiches. And food gets us talking. This sandwich has sparked conversation.

Weird food combinations have a strong history of PR success. You may remember that back in 2021, the nation debated whether Weetabix and Heinz baked beans were an acceptable breakfast combo. Lockdowns did strange things to all of us.

But during our media skills training courses, we stress that if you have a story that includes at least four of the five elements of TRUTH, you have the basis of something which could attract media interest and pass the newsworthy test.

The unusual element can be the difference between having something important to your organisation and something newsworthy that captures media interest. It is also often missing in story ideas.

As the old saying goes, ‘the best stories are the ones you couldn’t possibly make up’ – a bit like a strawberries and cream sandwich.

There may, however, be a downside – and a bit more ‘trouble’ – for M&S.

According to some reports, the retailer could face a potential challenge from HMRC, with financial experts suggesting the viral sandwich could be classified as a pudding.

If that’s the case, the retailer would have to pay additional VAT on the sandwich.

We’ll leave that debate for the endless LinkedIn posts on the subject because who wants to end on a sour note?

After a hugely challenging time for Marks & Spencer, it deserves the delicious taste of a sweet PR win.

Media First are media and communications training specialists with nearly 40 years of experience.

We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.

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