Wimbledon has barely begun, and we already have a surprise front-runner – not on Centre Court, but in the chilled aisle at your local M&S. Here, our MD Ellen Widdup takes a look at what viral snacks can teach us about brand storytelling – and reputational bounce-backs.
Marks & Spencer’s now-infamous Strawberries & Cream Sandwich – a slightly unhinged twist on the British summertime staple – has gone viral.
Love it or loathe it, the launch has dominated headlines, TikTok taste tests, and office chat alike.
But this isn’t just a quirky product play – it’s a PR masterstroke. And it couldn’t have come at a better time.
A sweet distraction
Let’s not forget, M&S has been in reputational recovery mode.
Just weeks ago, a major hacking incident took its website offline, halting online orders and causing widespread disruption. The story made national news, and the brand’s usually smooth customer journey took a serious hit.
Enter: strawberries and cream. In sandwich form.
This weird-but-wonderful creation gave the media – and the public – something much juicier (and jammy-er) to talk about.
And it’s a great reminder of how fast a brand can reclaim attention when it knows how to tell a timely, culturally relevant story.
So why did this work so well?
Well, firstly, it’s seasonal and rooted in tradition. M&S has taken a nostalgic national treat and gave it a bold, bizarre twist. Launching the product in the week leading up to Wimbledon meant instant relevance – and a guaranteed conversation-starter.
It’s also a PR story gift-wrapped for social. From headlines like “Brits baffled by M&S’s new sandwich” to viral reaction videos, this launch is a dream for content creators. It’s visual, funny, and absurd enough to cut through the noise.
Finally, it shows bravery in brand. Could it have flopped? Sure. But M&S took the risk, knowing the true value was in the buzz, not the sandwich itself. And after a tough few weeks, a cheeky curveball was exactly what the brand needed to reset the public narrative.
What’s the takeaway for brands?
You don’t need to invent a dessert sandwich to go viral. But seasonal relevance added to cultural connection and a healthy dose of curiosity is a winning combo.
Whether you’re a household name or a challenger brand, there’s power in timely storytelling – especially when you’re looking to change the conversation or reclaim the spotlight after a stumble.
So ask yourself: What’s your strawberries and cream sandwich?
What’s your moment to make a splash, spark a smile, and show your audience that you’re listening, reacting, and not afraid to have a bit of fun?
Need help finding your brand’s sweet spot – in crisis or in calm? Get in touch with Satsuma. We turn seasonal moments into national headlines.
Discover how our creative solutions can elevate your brand and achieve your marketing goals.
