Key Campaign Activity 

Promo cards created for use in Acorn Vegetarian Restaurant 

Trade Marketing outreach to Waterstones and Indies 

Partnership marketing with food sites 

Outreach to key Vegan sites and bloggers  

Online behaviour-tracking advertising campaign 

Online coverage with general lifestyle and luxury channels 

Social media campaign through Richard's channels 

Pre-publication: 

Pre-order campaign via social media with teaser trailer for the book 

Recipe cards to be used by Sales for sell-in 

Trade:  

Submit as a Bookseller Highlight in the Spring Buyer’s Guide 

Promo cards created to be used in the restaurant with every bill 

Retail:  

Submit for Amazon Vine Programme 

Waterstones a big fan of The Flexible Vegetarian so work closely with Waterstones HQ on joint marketing for this title 

Recipe cards to be created and sent out to Indies 

Consumer: 

Partnership marketing with Acorn Vegetarian Kitchen utilising social media channels, website and blog 

Partnership marketing with key foodie sites: Yahoo Food & Lifestyle, MSN Food & Lifestyle, Love Food, Hub UK, Square Meal, Great British Chefs (FB: 101,000+ | T: 23,300+), Habitat Cook It Live It, Eat Your Books, BBC Good Food.  

Outreach to vegan / vegetarian bloggers and online outlets such as The Vegan Society 

Online Advertising across Immediate Brands (BBC Good Food, Olive etc) – targeted by consumer behaviour (ie. Vegetarians) 

Pitch to online outlets for national newspapers and magazines such as Good Housekeeping, The Guardian 

Outreach to general Food Bloggers - (Q&A’s, extracts, reviews, competitions) with select top foodie blogs and networks, including The Foodie Bugle, Foodepedia, Handmade By You, Fuss Free Flavours, The Culture Trip, Eat Travel Live, Nourish Every Day. 

Women’s, Beauty & Lifestyle sites to also be targeted. Key blogs to approach include: Sheer Luxe, Get the Gloss, Running in Heels Online Magazine, Female First, The Women’s Room, Domestic Sluttery, My Daily. 

Luxury Lifestyle & Culture online mags– pitch for feature on Food & Drink pages – The Luxury Channel, Mayfair Mag Online, Chelsea Monthly, Exclusive Online magazine, The London Magazine online, Silverspoon London, The Cultureur.  

Partnership Marketing with key UK Nutrition and Health organisations including British Nutrition Foundation, Nutrition Society, Love Your Gut.   

Pitch for a feature on Buzzfeed Food and HuffPost 

Pitch for a recipe extract / competition in the Daily Mail newsletter MyMail 

Social media: 

6-week social plan through Acorn Vegetarian Kitchen’s Tw, FB and Insta (combined following of 6k – already a post on the Insta account with 118 likes 

Quarto Cooks to share/support 

Send books to those he has worked with along with a personal note with the aim for social media posts – Bruno etc (to get a list from Richard) 

Foreword by Bruno? – if a foreword then create social images using this and tagging in the person in question 

Create a social campaign for a 2 week go-vegan challenge (after publication so people would’ve had the chance to buy the book) – encourage people to upload photos of what vegan food they’ve been making, tagging in Acorn Vegetarian Kitchen and using #PlantsTasteBetter – potentially a chance to win a voucher for the rest.? 

Social media images and messaging to convey – "this is what you can create with no meat!" Along with the zero waste angle 

Or 

Taking one vegetable and showing what you can create with it, a weekly focus on a different veg. to create a series for a month on ‘this week’s star vegetable’ – tying vegetable in with any dates in the food calendar for example March 16 - National Artichoke Heart Day 

Seasonal in March is: Kale and blood oranges – therefore selecting seasonal images to showcase 

Publicity/Media: 

National newspaper approaches for serial, extract and feature coverage to include Mail on Sunday: You magazine, Saturday Telegraph Magazine & Times Weekend.  

Reviews and extracts to be placed in mainstream glossy lifestyle magazines including, Red, Marie Claire, The Simple Things and Good Housekeeping. 

Target features, reviews, extracts in mainstream and specialist food magazines such as Caterer & Hotelkeeper, Restaurant magazine, Delicious, Olive, The Vegetarian, Veggie magazine and Vegetarian Living. 

Offer extracts and features in health magazines such as Balance, Healthy, Top Sante and Health & Fitness. 

Extract and features in ‘green’ media focusing on environmental benefits of eating less meat in publications such as The Ecologist and Green Parent 

National radio pitches to include: BBC Radio 4: The Food Programme 

Regional press (Bath) to be targeted – Bath Life and Bath Chronicle and BBC Radio Bristol 

Events– Toppings in Bath and possible event at Demuths cookery school