Ottolenghi Flavour Campaign
“Flavour is a celebration of wonderful, versatile vegetables. The ambition was to prove that the possibilities are endless when it comes to building flavour with them.”
The Challenge
Client
Penguin
Discipline
Graphic Design
Campaign Creative
OOH
Marketing
What We Did
Result
‘FLAVOUR’ - the book by Ottolenghi. Another cookbook by a famous chef. What makes this one different? Why should I take notice? What makes this one exciting? Will I be able to follow the recipes, or will it be too difficult? Why should I commit to this one book when there are SO MANY recipes available online for free? Will I really use it, or will it become another ornament on my shelf, gathering dust? These were some of the challenges that Penguin & Ottolenghi were facing when they turned to us for design partnership.
Working closely with the Penguin team from concept to delivery, we tailored their marketing campaign entirely to them, primarily by identifying the key intentions and challenges that needed to be overcome. Strategy and vision were important players in this project. The messaging was clear: ‘Just Add Flavour’. The method of communicating this was not so clear. This is where we came in.
Identifying the need to connect this product and make it accessible to all, we came up with new ways to do this. Together, we explored visual directions to best convey the concept, producing interactive billboards, with tear off recipes, digital banners, social content, in store displays, recipe cards, tote bags and all other aspects of marketing.
‘Just Add Flavour’ became the best selling Ottolenghi book of the series so far, and the biggest start for any Ottolenghi title, ever. We won the Spotlight Award for Creativity, from the Book Marketing Society. And perhaps most humbling and affirming of all, our output on this project led us to work on FIVE or SEVEN? other Ottolenghi books and eight more Penguin releases (and counting!).
