Aesthetic eating, a tax debate and cultural timing

What made M&S’s sandwich go viral?

Food and aesthetics have long been the internet’s favourite form of fascination. Strawberries and cream, a quintessential British summer dessert has always had its loyal fanfare. But when Marks & Spencer in the UK smartly timed with Wimbledon, synonymous with strawberries and cream, tapped into nostalgia marketing and wrapped that combo into an aesthetically sliced limited-edition sandwich, it became a viral phenomenon. From influencers unboxing it on camera to families and culinary experts recreating it at home, the sandwich’s soft aesthetic turned it into a must-try trend.

Could this, in hindsight, be a reflection of our economy in tougher times? The frenzy around the M&S sandwich mirrors the “Lipstick Effect”, a phenomenon that suggests that in times of a financial crisis, people skip big-ticket luxuries, instead seeking small, comforting indulgences like a new lipstick. Luxury doesn’t vanish; it just gets downsized.

We Are No Longer Just Eating Food, We’re Eating Aesthetics

In today’s hyper-visual world where a dish's Instagram-worthiness often shadows its taste, presentation has become an integral part of experience. From the viral Dubai chocolate to the rise of matcha in everything, food is being designed not just to be consumed but captured and shared.

While some found the bread too dry and added their own twists to the viral strawberries and cream sandwich at home, the visual appeal was enough to spark massive sales and endless social media content. In the age of aesthetic eating, how food looks many times outweighs it’s tastes. And that’s okay, because besides tastes, food is also fun. It sparks joy, invokes curiosity, and lets people join in on something bigger than just a meal.

Should a Sandwich Be Taxed? The Internet Has its Opinions

In the UK, sandwiches aren’t subject to VAT (Value Added Tax), but "confectionery" on the contrary, gets taxed at 20%. So who is to decide if the strawberries and cream sandwich is in fact just a sandwich or a dessert?

With the matter reaching court, social media exploded with memes, legal takes, and personal opinions. It became a national talking point, one that reminded people how humour, timing, and absurdity can fuel massive organic reach.

What Brands Can Learn from M&S’s Strategy

Cultural Timing > Product Innovation: The sandwich wasn’t new. In fact, the pairing of strawberries and cream has existed in British culture for centuries and the sandwich itself borrows from Japan’s fruit sando. But M&S brilliantly launched their product with Wimbledon, when “strawberries and cream” dominates menus, making it feel both nostalgic and fresh.

Let the Product and the Internet Work for You M&S knew the product would speak for itself. They didn't need to roll out a big-budget campaign. In fact, the brand stayed relatively quiet and social media did the rest through memes, debates, recreations, and a flood of organic content that reached far beyond the UK. Sometimes, letting the internet take over can be a smart PR strategy.