The Billionaire butty



To help publicise the launch of their new deli sandwich range, Selfridges asked their chefs to create an £85 gastronomical fantasy of a sandwich.

At ZPR, we always have an appetite for a good news opportunity, and quickly got our teeth into selling the story.

Since making its debut appearance on This Morning in April 2006, the sandwich featured in newspapers as far afield as Japan and Argentina.

Key coverage in the UK included The Times, The Sunday Times, The Independent, The Evening Standard, The Sun, The Mirror, The Daily Mail, The Daily Mail Weekend, The Daily Express, The Sunday Express, Metro, ITV This Morning, Stella, Zoo, Closer and PR Week.