Cold Eye has beaten Leagas Delaney and TBWA GGT Simons Palmer to the £1.5m BBC Worldwide account for the launch of two cookery books by Gary Rhodes and Delia Smith. The pre-Christmas advertising blitz will comprise press and bus-side poster advertising for the second volume in Delia Smith’s How To Cook series, which goes back to the basics of how to prepare food. It also includes press advertising to promote Gary Rhodes’ new book, called New British Classics. New PhD will handle media buying. Jacqueline Berryman, marketing manager for books and videos in the lifestyle division of BBC Worldwide, says the appointment of an external creative agency is a significant change in strategy. She adds: “We are investing big budgets in an advertising agency for the first time and pushing the marketing of our books. The UK book industry still has great potential, despite increasing competition from other forms of entertainment.” The first TV series of Smith’s How To Cook was widely acclaimed and the accompanying book topped the best-seller lists last Christmas. The second series will be screened in January. Rhodes’ latest book is the first in an exclusive three-part deal he has signed with BBC Worldwide. Stuart Woodington, a partner at Cold Eye, says: “Rhodes’ marketing has become too clichÃ©d. The advertising for his book will emphasise his credentials as a chef with a serious passion for raising the reputation of British cuisine.”
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From crowning Walkers’ ‘CrispIN or CrispOUT’ as April’s most effective ad campaign to exploring the resurgence of brand characters, it’s been a busy week. Here is my take.
Analysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
Brands, agencies and media owners are all invited to put a team forward for the popular competitive event, which is raising money for Stand Up To Cancer.
With its ‘Make Good Things Happen’ brand platform, Morrisons is aiming to highlight the quality and sustainability of its fresh produce after its research showed consumers increasingly want to know how their food is sourced.