Should jam or cream go on first when compiling your cream tea? Almost one in four Brits admit they’ve judged someone for topping a scone the ‘wrong’ way, so we came up with a playful solution: the very first dual-swirl scone.
Created using a specially devised dual piping bag, we took our 50/50 scone to Costa Coffee’s Saltash store, perfectly positioned on the Devon-Cornwall border (the symbolic heart of Britain’s famous cream tea rivalry) and served it to the Mayors of Saltash and Kingsbridge, based on either side of cream tea divide.
The idea was accompanied by research that gave more depth to the story. We found that 52% of younger Brits say that cream tea is enjoying a revival, whilst a third of Brits have strong feelings about the cream vs jam order. Breaking down the views into regional analysis – naturally, the people of Plymouth had the strongest views about their cream teas (46%) – allowed us to extend the story and make it more specific for local press coverage.
Our dual-swirl scone secured more than 180 piece of coverage during the first 48 hours, with standout features in the Daily Express, The Sun, Daily Star and on TalkSport Radio.
And whether you’re part of the 71% who believe jam should go on first, or are in the 29% who think it’s cream first and then jam, you can now enjoy it the way you like at more than 1,000 Costa Coffee stores nationwide.
