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RICHARD H. TURNER 'PRIME' CAMPAIGN & BEAVERTOWN COLLABORATION

To launch 'Prime' the latest cookbook from chef and restaurateur Richard H. Turner (Hawksmoor, Pitt. Cue, Meatopia) I created a social media campaign including online video content, artwork and gifs to be shared in the lead up to the book's release. By liaising with brands such as Waitrose, Meatopia and Amazon.co.uk, I was able to secure gateway promotion, onsite promo across a number of restaurants and stores. By sharing dynamic content with the likes of Tabasco and Maldon Salt, I widened the campaigns reach with newsletters, social support and paid promo to coincide with television appearances, online offers and events. Working closely with Beavertown Brewery, we created an entirely new, limited edition beer, specially brewed using ingredients from 'Prime' and designed to sit perfectly alongside a curry. The beer was a huge success, with cans featuring promo for the book and a launch party at the brewery where Richard and his Hawksmoor chefs cooked steak and curry for over 200 people. Overall, the campaign was a huge success and 'Prime' continues to be Richard's bestselling book to date.

Credits

Matthew Grindon

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  • Campaigns and Digital Marketing Manager
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Project Tags

  • cookbook
  • video
  • Beer
  • Food
  • Event
  • Collaborative Project
  • ecommerce retailers
  • Social Media Marketing
  • restaurant

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