Merchant Gourmet on the pulse with cookbook launch
Services:
media relations
profile raising
Press releases and features
The client
Merchant Gourmet is the UK’s market leader for pulses, grains, seeds and chestnut, offering a wide range of ready-to-eat and dried products along with delicious recipes to inspire budding chefs. We’ve been working with Merchant Gourmet since 2017 with numerous campaigns including event, restaurant and product launches through media relations and content creation.
The campaign
Merchant Gourmet has taken the ready-to-eat market by storm. With its tantalising pouches of Puy Lentil, freekeh, quinoa and wheatberries and its abundance of flavoursome recipes catering for a variety of diets, Merchant Gourmet was ready to take on a new challenge: launching its first ever cookbook.
The campaign focused on highlighting Merchant Gourmet’s vision for The Pulses & Grains Cookbook: to introduce as many people as possible to pulses and grains, and to help these ingredients become a part of their everyday cooking repertoire.
Before the cookbook hit the shelves, we created hampers to offer as prizes for food and lifestyle publications for prizes in competitions. The hamper included the book and a selection of the ready-to-eat goodies. We secured competitions with five titles online and in print, to run over four months, which resulted in a readership of 925,400.
“We were extremely excited to share our first ever cookbook and with Papillon’s support we hit the ground running with great exposure before and after the launch. The team at Papillon is always ready to find a creative way to raise our brand awareness in the sectors we want to be seen.”
Nyree Chambers, head of brand at Merchant Gourmet
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