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.'

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in