Penguin x Jamie Oliver: ONE
Jamie Oliver’s latest cookbook has arrived, here to simplify our daily routines.
As the title claims, each recipe is cooked in just one tray, pot or pan: perfect for getting great food on the table, fast… and minimising washing up time.
Following our success with last year’s creative campaign for Jamie’s TOGETHER: Memorable Meals Made Easy, Penguin Random House asked us to help out again for the 2022 campaign.
The brief? Design and build a beautifully simple creative campaign to support the book launch.
Although centred around a simple concept, 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.
All of this needed to be communicated within a clear structure and confident message, one that would resonate with everyday cooks and the existing fan base.
To allow each strength to shine, we forged individual moments around each key message and matched these up to a hero recipe.
Moments such as One Meal in Minutes, One Clean Kitchen, One Faff Free Feast, One Effortless Evening, One Midweek Masterpiece and One Perfect Party. Recipes include the Gnarly Dukkah Roast Lamb, Jamie’s Sausage Pappardelle and the Upsidedown Fish Pie.
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. 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.
The final delivery comprised of a pre-launch campaign, a post-launch campaign, weekly TV episodic cut-downs, upcoming holiday campaign socials and POS retail activations for the likes of Tesco, WHSmith’s and Waterstones. The campaign is also running DOOH ads in at key Tesco stores around the country.
This creative campaign has given Penguin Michael Joseph the ability to activate the book in the lifestyle space, reaching new and wider audiences than ever before.
It’s catapulted the book beyond the Channel 4 show viewership, reaching new audiences from the WFH lunchers, young couples, families and even students. The campaign has been rolled out across the UK, Germany, Australia, Netherlands and many more of Jamie’s key publishing territories.
Upon launch, ONE shot to the #1 best-selling product on Amazon, 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… no mean feat!