Christmas Sandwich Showdown – the Audience Edition
Every year, people across the UK flock to the supermarkets to try out the latest Christmas inventions – and while the global pandemic rages on, people are still finding ways to bask in festivities. And what better way is there to do that through the humble Christmas Sandwich?
This –be warned– is no ordinary festive sandwich review article. Whilst other articles will rely on subjective opinions of various office-based tasters, we are using Pulsar TRAC to understand how people are talking about UK supermarket Christmas Sandwiches, as reviewed by the public. In other words, welcome to the UK’s biggest known festive sandwich digital focus group.
Introducing the Tasters
Our Twitter-based focus group is comprised of 1,500 individuals in the UK who recently spoke about their Christmas sandwich experience online. These folk are committed to the cause, trialling sandwiches morning, noon and night.
Healthy Living Enthusiasts encompass individuals with a vested interest in our planet. They often describe themselves as vegans, photographers and follow prominent climate activists such as Greta Thunberg.
Sports Fans have a strong affinity towards Rugby and Football, following sports publications and shows such as Sky Sports News, Sport Bible and Match of the Day.
Senior Professionals describe themselves often as Directors, ‘Heads of’ and Board Members, and follow pages such as YouGov and Bloomberg.
Foodies are our final segment, defined by their interest in eating out at restaurants. They do not disdain fast-food joints such as Frankie & Benny’s and McDonald’s, and also have a passion for home cooking and cooking shows, engaging with popular chefs such as Gordon Ramsay and Nigella Lawson.
With introductions out of the way, let’s get down to our main business here: the sandwiches.
Tescos have got the limited edition Christmas sandwiches, which means it’s time to start juuggin’ if you are yet to purchase your presents for the festivities.
— Scully (@isthatscully) November 4, 2021
The Best Supermarkets for Festive Sandwiches
Our tasters had some clear favourites, and were most likely to discuss M&S (26%), Tesco (23%) or Sainsburys (14%) sandwiches.
But as we like to say at Pulsar, audiences are not monoliths – and different communities here had different sandwiches preferences: Healthy Living Enthusiasts, Senior Professionals and Foodies all discussed M&S with the greatest frequency, Sports Fans had a clear affinity towards Tesco (33%) and Sainsbury’s (33%).
“>Members of the focus group that frequented Tesco (namely, Sports Fans and Senior Professionals) saw the arrival of the sandwiches on shelves as firing the starting gun on nationwide festivities:
tescos christmas sandwiches are out…
TESCOS CHRISTMAS SANDWICHES ARE OUT!
— Gemma ☕ (@ohbookdarling) October 25, 2021
Broke my own Christmas rules today to hop on the M&S turkey feast sandwich bandwagon and don’t feel remotely bad about it. Still no trees before next Wednesday though, thank you please.
— Andrew Dickson (@mrandrewdickson) November 24, 2021
Turkey Feast @sainsburys a welcome start to festive season, turkey and bacon on point, yes stuffing could be better but near perfect amount of cranberry and bread top notch. The reintroduction of the sandwich into the meal deal commands respect, top value at £3.50. [3.75/5]🎄🥪 pic.twitter.com/yyCVqS5VSM
— Simon Edwards (@SiEdward5) December 1, 2021
Tasters’ Favourite Fillers
Tired of supermarkets Christmas-washing their sandwiches. Can you consider a Waitrose Smoked Salmon, Egg and Truffle Sandwich Christmassy? https://t.co/j1ym0NyOqN
— Joseph Gahan (@josephgahan) November 19, 2021
So where should you buy your sandwich?
With all of this in mind, the final question to consider is the following: which supermarket is best based on your filler preferences? By looking at the positive-sentiment sandwich filling mentions made by Twitter users, and mapping these against individual supermarket mentions, we can answer exactly that.
Current ranking of brie and cranberry sandwiches from supermarket meal deals:
More pending I’m sure… 😉
— 𝑊𝑖𝑙𝑙 𝐶𝑙𝑎𝑟𝑘 (@willclarkviolin) November 19, 2021
It’s a strong start from @Tesco and already an early contender for Christmas sandwich of the year. Lashings of cranberry sauce along with the sage and onion stuffing compliment the malted bread so well. Loads of Turkey. Could have been more bacon.Going to take some beating
— Ad (@ad57oke) November 9, 2021
If you’re interested in diving deeper into this dataset or would like to learn more about how Pulsar can help your brand understand their audiences and emerging trends, just fill out the form below.