A £110 cheese sandwich!

That’s how much the sanwhich costs, not how much it weighs, and has earned the creator, Michelin-starred chef Martin Blunos, thousands of pounds of free publicity.

In connection with the Frome, Gloucestershire, Cheese food festival, chef Martin Blunos has unveiled the world's most expensive cheese sandwich - which carries a whopping price tag of £110. The delicacy was created by celebrity chef Martin Blunos, who hand-crafted the sandwich using cheddar blended with expensive white truffles. The chef used a £5 loaf of sourdough dressed with extra virgin olive oil and then layered cheese, slices of quail's egg, heirloom black tomato, epicure apple, and fresh figs. He added dainty mustard red frills, pea shoots and red amaranth for a salad layer and topped the whole masterpiece with edible gold dust.

The cost of the entire sandwich put together runs to £111.95.

There is no current official world record for the most expensive cheese sandwich but Blunos have applied to the Guinness book to have their sandwich recognized.

So what’s the lesson here- for  £111.95 and a bit of time, the chef has received thousands of pounds of positive publicity - like this- as well as many people now wishing to dine at his restaurant, where people will expect high class cuisine, but also expect to pay high prices.

I think it’s a great publicity stunt, whether anyone buys or not- no matter; the chef has his beautiful picture in many papers and probably will be mentioned on TV as well.

What can you do to attract similar publicity as well as positioning your business as a high-class one capable of making an expensive dish, or cocktail? And could you do it in conjunction with a major festival or event to magnify the publicity.