Campaign: Food and drink - El Bulli cookbook is order of the day

Campaign: A Day at el Bulli by Ferran Adria
Agency: Sauce Communications
Client: Phaidon Press
Timescale: April-December 2008
Budget: £20,000-£30,000

Chef Ferran Adria's Spanish restaurant el Bulli is famous not only for its food, but also for the difficulty of getting a table. Sauce Communications was asked to promote Adria's new book.

OBJECTIVES

- To raise awareness of the new book, A Day at el Bulli

- To generate buzz around Adria's upcoming visit to London.

STRATEGY AND PLAN

Top journalists were offered a trip to Spain to eat at el Bulli. During Adria's time in London the PR team secured interviews with media including GQ, the Mail on Sunday and The Guardian, as well as BBC radio and TV. Adria gave a talk at London's Southbank Centre, sponsored by the Southbank, and a high profile launch party for the book was held at the Spanish Embassy and attended by more than 30 top chefs.

MEASUREMENT AND EVALUATION

The book was reviewed in 15 national Christmas book and gift round-ups and major features appeared in media including The Sunday Times, Mail on Sunday, Time Out and the Evening Standard. Journalists from The Observer, the Daily Mail Weekend and the Sunday Times Style took up the offer of a trip to the restaurant, and The Observer Food Monthly devoted 12 pages to the subject.

RESULTS

The book sold out in the last week of 2008. At one point the book was the 17th best-selling cookbook in the country and a reprint is being considered.

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