Strawberries, Cream, and a Perfect Slice of Controversy
A sandwich is rarely the subject of national debate – let alone one filled with strawberries and cream. But earlier this month (June 2025), Marks & Spencer did something quietly audacious. Just in time for Wimbledon, the beloved British institution unveiled its latest creation: the Strawberries and Cream Sando, a delicate dessert-style sandwich tucked into their signature triangular box. What’s followed is a flurry of reviews, reposts, and reactions. From TikTok takedowns to unexpected praise in broadsheets, the sando has become a sensation.
The idea itself isn’t radical. Strawberry sandos, made with sweetened bread and fresh fruit, have long been a staple of Japanese convenience stores and dessert culture. But in the context of M&S- an establishment known more for ready-made prawn mayonnaise than playful, cross-cultural desserts – the move is a surprise. The sando’s very existence, housed in humble meal-deal packaging, feels like a nod to something quietly daring. It defies both category and expectation.
At £2.80, the price is modest by today’s grab-and-go standards. But its cultural currency has been incalculable. Instagram lit up. LinkedIn posts about marketing genius popped up. Inspiration has beckoned, from the likes of high street chains such as Chaiiwala, who’ve light-heartedly shared their own take. The sando had moved from novelty to moment; and if early figures are anything to go by, a rather lucrative one.
What Brands Can Learn From the Strawberry Sando
M&S’s success with the sando isn’t just about product development. It’s about timing, tone, and a deep understanding of how consumer psychology works in 2025.
This is a market where relevance is no longer tethered to a brand’s legacy, but to its ability to play: with tradition, with flavour, with the format itself. The sando is sweet, nostalgic, and divisive. These are not weaknesses – they’re essential ingredients in modern virality.
We’re living in the era of duality. People crave comfort but are addicted to novelty. The sandwich taps into this tension. It’s familiar (Wimbledon, strawberries, cream) and strange (white bread, midday snack, no cucumber in sight). The result? Curiosity, conversation, and a cacophony of digital content.
It’s also a reminder that boldness doesn’t always require shouting. The genius of the M&S campaign lies in its subtlety. There was no enormous billboard, no influencer campaign launched with fanfare. Just a curious little triangle, nestled among tuna and egg mayo, letting the internet do what it does best: divide, dissect, and drive traffic.
Hospitality and leisure brands – especially those who think they’re ‘too classic’ to experiment – would do well to observe this. What might it look like to reinterpret a local custom through an unexpected format? How could your brand disrupt its own image with something seemingly small but narratively rich? The lesson here isn’t to mimic, but to mirror: don’t follow trends, but do listen to how people respond to the strange and the sweet. They’re often closer than you think.
The Price of Playfulness
Of course, no modern marketing tale is complete without its plot twist. In recent days, the Retail Gazette reported that M&S may face a VAT court case over the product. At the heart of the issue is whether the strawberry sandwich qualifies as a ‘luxury item’- and therefore taxable – instead of a zero-rated food product. It’s a bureaucratic hiccup, but one that reminds us how innovation, however charming, often collides with outdated systems.
Still, this doesn’t dilute the brilliance of the campaign. If anything, it underscores the power of doing something worth arguing about.
How this Suits our Palate at AWC
At AWC, we study emotional marketing trends not simply for what they sell, but for what they reveal. Brands are no longer static billboards, they’re living stories. And the most resonant ones are those that dare to confuse and delight.
Whether it’s the smell of basil in a Roman kitchen, the creak of wood on a themed cruise ship, or a strawberry sandwich that dares to be sweetly out of place – we help brands uncover their story, then shape the world around it.
M&S reminded us this week that story doesn’t always wear a suit. Sometimes, it arrives in a plastic box and tastes like summer.
For those in the business of experience – be it hospitality, leisure, or travel – there’s a slice of strategy in this sandwich. And a reminder that being unforgettable isn’t about being flawless. It’s about being felt.