By Michael Feeley | Founder and chief exec

iCrossing UK

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The Drum Network article

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November 16, 2017 | 2 min read

Pret a Manger’s Christmas sandwich has triumphed in a battle of the seasonal sarnies conducted by the team at digital marketing agency iCrossing.

Team members including co-managing director Alistair Dent, senior account director Victoria Marshall and paid media analyst Chantelle Duff were filmed sampling five pre-packaged sandwiches in a blind taste test, all bought in close vicinity to their office on London’s famous Carnaby Street. In addition to Pret, sandwiches were purchased at Marks & Spencer, Costa, Boots and Eat, with the offering from M&S (a client of iCrossing’s) securing the runner-up position in the final rankings.

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Explaining the motivations behind the video, Noel Reynolds of iCrossing’s outreach team said: “It’s the question on every office worker’s lips come November – what’s the best Christmas sandwich? We’re bidding farewell to our home on Carnaby Street ahead of our move next year, so as seasoned high-street sandwich eaters, we thought we’d get to the bottom of this, once and for all.

“iCrossing is a marketing agency for the modern world, so being current and understanding what's on people's mind is key. We spotted a gap in the social stratosphere that no other agency had covered, and we thought, let's do it! Pulling this together took grit, creativity and determination to bring you the facts, but it was also lots of fun and we’re pretty pleased with the results.”

iCrossing works with clients including L’Oréal, Barclays, Heathrow and Direct Line Group.

Digital Transformation Agency

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iCrossing is a digital marketing agency that works with businesses to create a real step-change. Setting it apart, iCrossing is owned by Hearst, the world’s largest independent media, entertainment and content company. Being part of the Hearst family gives iCrossing access to Hearst audiences, data, consumer research and category experts which allows iCrossing to better spot new insights, trends and inform direction for its clients.

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