The Challenge

In 2006, Ottolenghi started a weekly food column The New Vegetarian in the Guardian, and his first cookbook Ottolenghi was published two years later. It was followed by another six bestsellers including Simple (2018) and Flavour (2020).

After a successful run of books, OTK Shelf Love was to mark the first in a series of books showcasing the recipes of Noor and the team who work in the Ottolenghi Test Kitchen. The new series of books showcase relaxed, flexible home cooking from Yotam and his superteam.

With a different look and feel to the previous Ottolenghi releases, it was our job to get his existing fanbase excited about the new-look release, as well as those food lovers who were yet to try his recipes.

Our Approach

The Brief

Knowing that the Ottolenghi fanbase had expanded during lockdown with people trying to make dinner time more exciting, we needed our paid media to engage a broad audience of new and existing Ottolenghi fans.

Our plan focused on mirroring the creativity of the Shelf Love recipes, using formats that could showcase the food and inspire people to continue making new and innovative recipes.

What we did

Our campaign focused on channels that could showcase the vibrant visuals of Shelf Love in ways that would appeal to our London-skewed audience.

Outdoor: A hero site outside of Borough Market was chosen to reach new, food-loving individuals and inspire them to pick up a copy of Shelf Love. The site included 3D shelves and spices, encouraging passersby to take a #Shelfie. To reach existing Ottolenghi fans we handpicked sites in LU stations closest to his London restaurants.

Digital: YouTube and Pinterest offered a way of granularly targeting our food-loving individuals, using YouTube to showcase the sensory experience and creativity of the new book whilst Pinterest offered us the opportunity to put Shelf Love recipes in front of the audience when they were searching for recipe inspiration.

The Results

Shelf Love was the number 1 bestseller upon publication in the non-fiction paperback chart, also peaking at number 4 across all non-fiction. The success continued into week 2, holding the number 1 position in the non-fiction paperback chart with continued sales through to the festive period and beyond.

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