Campaign: Web portal brings fatty sarnies into the open - Consumer

Campaign: Sandwiches: warning for women

Client: DailyDietTracker

PR team: In-house

Timescale: 27 September-11October

Budget: Less than £500 is an information portal allowing consumers to monitor diet and activity by keeping a daily journal. It makes it easy for users to watch their calorie intake and track the energy they burn when exercising. Objectives

To raise awareness of DailyDietTracker, specifically with women. To drive traffic to the site and to increase the number of site registrations.

Strategy and Plan

As a newcomer to the market, DailyDietTracker was keen to demonstrate what its site was about and the perceived benefits for consumers.

In particular, the PR team wanted to highlight how the portal could help users with a hectic lifestyle to make decisions about what they eat. With this in mind, the team decided to focus on the content of sandwiches sold on the high street.

This involved running a poll with the DailyDietTracker user base, which identified the nation's six favourite sandwich fillings as cheese and onion, prawn mayonnaise, ham and cheese, tuna, chicken, and egg and cress.

This was followed by investigation into the fat content of these varieties as sold by Asda, Boots, Greggs, Marks & Spencer, Pret a Manger, Sainsbury's, Tesco and Waitrose.

On 4 October, the findings were released to the media, with a warning for women that a large proportion of pre-packed sandwiches contained up to 75 per cent of their average daily fat allowance.

Measurement and Evaluation

The story took off when picked up by the Press Association, which contacted the brands involved for comment. This drove further interest from online and print titles including the Daily Express, the Daily Mirror, the Daily Mail, The Guardian and The Independent.

Regional titles including The Scotsman and the South Wales Echo ran the survey findings. A DailyDietTracker spokesperson featured on the radio.


On 4 October, traffic to DailyDietTracker increased four-fold and online registrations grew by 200 per cent.

Daily Express reporter Polly Dunbar highlights that the campaign tied in neatly with the recent news agenda around obesity. She adds: 'I knew a lot of readers would find the story shocking. A sandwich is something people eat every day and think of as healthy.'

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