Launch of The Pure Package Recipe Book: The Diet for Food Lovers
Founded by Jennifer Irvine, The Pure Package is London’s premier gourmet food delivery service and is loved by A’ list celebrities and discerning Londoners alike. In response to consumer demand, Jennifer spent much time devising a recipe book containing all of The Pure Package’s most popular recipes to enable the service to be enjoyed by consumers nationwide. PHA Media was brought on-board to launch the recipe book – The Diet for Food Lovers – in time for the crucial New Year period
The fundamental objectives of the campaign were to:
Launch The Diet for Food Lovers recipe book to the national, regional and online press (both food, beauty and lifestyle sectors)
Celebrate the latest offering from Jennifer Irvine, a successful and established entrepreneur
Increase sales of the book and traffic to The Pure Package’s website
Originality and creativity
To secure the journalists’ attention, PHA Media created a teaser email which we sent to the journalists, highlighting the impending launch of a new project from the founder of The Pure Package (yet without revealing what this was). We then sent a copy of the recipe book to each of the journalists, alongside an announcement release, tailored to the New Year period, which struck a chord with the journalists.
Strategy and implementation
To launch the recipe book with a ‘big bang’, PHA Media negotiated a two-part serialisation of the recipes with YOU magazine (Britain’s most popular supplement) which ran in the crucial period of the first two weeks in January. To sustain coverage throughout the early part of the year, this was followed up by serialisations in non-competition titles, alongside interviews with Jennifer and review features of the book across the media spectrum, following copies of the book which were sent to journalists. This activity was supported by business profile raising features for Jennifer.
Results and evaluation
In the first quarter of 2012, PHA Media secured twenty-five pieces of coverage relating to the recipe book across a whole host of influential titles including: YOU, Celebs on Sunday, OK!, Bella, Woman, Cosmopolitan, Health & Fitness, Women’s Fitness. We also secured coverage in the key Irish press (where Jennifer is from), resulting in pieces in Cork News and The Irish Post. The book was named an ‘international bestseller’ and sales and hits to The Pure Package’s website continued to grow. Jennifer is due to launch the second instalment to the recipe book in 2014 as a result of the success of the first book
PHA’s strategy surrounding the launch made sure that the recipe book achieved widespread and in-depth coverage across the board which contributed to sales and the general profile of the book. The PHA team are phenomenal.
Celebs on Sunday