Centennial birthday bash of Julia Child boosts sales of biography

To celebrate the 100th birthday of Julia Child, publisher Alfred A. Knopf partnered with agency YC Media to create a buzz for an upcoming biography of the chef.

Client
Alfred A. Knopf (New York)
PR agency

YC Media (New York)
Campaign

JC100
Duration

May 7-August 15, 2012
Budget

$51,500

To celebrate the 100th birthday of Julia Child, publisher Alfred A. Knopf partnered with agency YC Media to create a buzz for an upcoming biography of the chef.

Strategy
To create anticipation around the launch of Dearie: The Remarkable Life of Julia Child, longtime publisher of Child's, Alfred A. Knopf, reached out to YC Media to launch a multi-layered campaign in the days leading up to the milestone.

Tactics
Social media was a central component of the JC100 campaign.

More than 150 food bloggers were invited to Child's recipes, which were released online.

The Julia Child Facebook page mapped participating book stores and restaurants nationally. Each venue was given a special PR kit that included a unique logo of the culinary icon as well as never-before-seen photos.

On Child's birthday week, 100 high-profile restaurants joined in a restaurant week showcasing her best recipes.

Results
During the JC100 campaign, sales of two Child cookbooks increased: The Way To Cook grew 169% and Julia's Kitchen Wisdom increased 36% from May to August 2012 compared to the same period the year before.

The new book debuted on The New York Times bestseller list at number six on August 26.

JC100 restaurants were busy the second week in August. Chef Carmen Quagliata from Union Square CafĂ© in New York City tweeted that the JC100 campaign led to one of his busiest days in August.

JC100 tracked more than 200 million media impressions, receiving national coverage on outlets including CBS, New York magazine, and The Wall Street Journal. #JC100 hosted three Twitter parties and trended globally.

Future
YC Media and Knopf are collaborating for a new cookbook author, Alex Hitz.

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