Creating an international Easter sensation with Sainsbury’s … and introducing the Hot Cross Lamb Burger as an eggs-ellent seasonal treat

We were asked to make Sainsbury’s the destination for Easter treats … and all on a weekend when we were finally able to get together.

So we figured we’d combine the trappings of the Easter Sunday roast (when lamb is the best-seller) with some al fresco socialising: creating the Hot Cross Lamb Burger as a perfect seasonal dish built for the BBQ.

To bring our culinary concept to life, we worked with foodie star @poppycooks to create a recipe for our Hot Cross Lamb Burger on her TikTok channel to give the whole thing instant viral appeal: using Sainsbury’s ingredients of course.

The recipe was a sweet and salty sensation that combined hot cross buns, roast lamb with lashings of mint sauce, and crunchy roasties. It’s fair to say it caused quite a stir and divided opinions – between “genius” and “scary” – amongst those in the media and on social.

To give the whole story a healthy news edge, we discovered that, as lockdown restrictions eased, well over half of us had plans to get together with friends and family and eat their Easter lunch outside.

The likes of Daily Star, Metro and The Sun raved about the recipe, while the research landed further national hits in Daily Express, Evening Standard and two features in the Daily Mail.

The Observer covered our tale while it was also picked up by the likes of Sky News, BBC News, MSN, Yahoo! News UK and This is Money. Oh … and syndicated by PA to multiple regionals, including Belfast Telegraph, York Press and Bournemouth Echo.

The recipe went to international heights by causing a stir Down Under, with a radio presenter at Sydney radio station WSFM testing the burger live on air. It was also covered by Aussie journalists at Thrillist and The Latch.

The Hot Cross Lamb Burger by Sainsbury’s – whether you love it or hate it, you can’t deny it got egg-ceptional coverage.