London-based branding agency Wildish & Co. has teamed up with Penguin Random House to help launch Jamie Oliver's new book One with a design and advertising campaign that captures relatable kitchen moments.
Struggling to juggle your work, life and cooking commitments? Wish there was a simple, straightforward book that clearly showed you how to make delicious meals with minimum fuss? Look no further than Jamie Oliver's new book One: Simple One-Pan Wonders.
Launched to coincide with Jamie Oliver's latest series, where he shows viewers how to whip up healthy, tasty meals with a single pan, One is packed with easy-to-make recipes. And to help promote the book, Wilish & Co. followed the programme's lead with a "beautifully simple creative campaign" that captured the programme's stripped-back and effective essence.
This essence is a simple concept that formed the basis of the show and, therefore, the book. "One boasts an innovative array of cooking techniques, tricks to cut down on costs, ways to pivot away from meat, keep a cleaner kitchen and avoid food waste," says Wildish & Co.
"All of this needed to be communicated within a clear structure and confident message that would resonate with everyday cooks and the existing fan base."
To achieve this brief and allow the concept's strength to shine, Wildish & Co. forged "individual moments around each key message". These images were then matched to the hero recipe to show them off to their best potential.
Speaking of the individual moments, these were broken down into sections that show readers how to create a one-pan meal in mere minutes, how to ensure a kitchen easily stays clean and healthy, and tips on creating the perfect midweek masterpiece. Ideal for busy people looking to whip up an amazing feast pronto.
"We set about capturing relatable kitchen and table-time moments through photography, breathing life into our words and bringing the recipes to their final destination: domestic environments, occasions and moments," adds the studio. "For this, we collaborated with food photographer Chloe Hardwick and Jamie's creative director and food stylist.
"We finalised the project with a strategic messaging framework, which enabled the brand teams to easily dial up or down the different messages depending on the moment, audience or occasion."
As for the deployment of the campaign, this comprised a pre-launch and post-launch campaign. There were also weekly TV episodic cut-downs that condensed the programme into an even easier-to-digest form and POS retail activations for the likes of Tesco, WHSmith's and Waterstones.
And because no campaign in this day and age would be truly complete without a digital element, Wildish & Co. is also running digital out-of-home ads in key Tesco stores across the UK. Jamie's key publishing territories have also been targeted with a promotion in countries including Germany, Austria and the Netherlands.
It's a strategy that's paid off, too. Thanks to the campaign, the book has managed to reach wider audiences by penetrating the lifestyle space, which in turn has catapulted it well beyond the viewership of the Channel 4 programme itself.
"Upon launch, One shot to the #1 best-selling product on Amazon," says the studio, "and this week is the biggest selling book in any genre across the UK, knocking Robert Galbraith (aka J K Rowling) off the top spot."
Having previously worked with the chef for last year's creative campaign Jamie's Together, it's good to see that this recipe for success is more than just a one-hit-wonder. As for the book, that's available to buy now here.
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