Diary: Hit or Miss ... The ultimate steak sandwich

Costing a jaw-dropping £85 and filled with Wagyu beef, lobster, foie gras and black-truffle mayo, this is one special sandwich.

Selfridges' retained consumer agency ZPR was behind last week's launch of the 2,500-calorie 'snack', winning coverage in most of the nationals, as well as on Good Morning, London Tonight, Capital FM and the Today programme.

ZPR sent samples to a select few journalists, retaining the sense of exclusivity.

The Guardian's Maev Kennedy said: 'We were allocated half a sandwich. Radio Five got a whole one, but they had promised to eat it live on air.'

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