BBC Books hires Swordfish for Delia Smith push

by Jennifer Whitehead,, Brand Republic 30-Jul-03, 10:30

LONDON - Delia Smith's new range of cook books is to be promoted through a print and outdoor advertising campaign in the run-up to Christmas.

The London-based agency Swordfish has been appointed to handle the work after creating an online campaign last year for 'Delia's Vegetarian Collection'.

This time the agency will be promoting the first four titles in a series called 'The Delia Collection', with each volume focusing on a single ingredient or type of dish. 'Soup', 'Fish', 'Chicken' and 'Chocolate' are the first to be launched and will appear on October 2.

Advertising in support of the books will appear in autumn, to be backed with point-of-sale materials.

Carol Crosland, BBC Books product manager, said: "The objective of the campaign is to ensure maximum awareness and standout of the first four titles in 'The Delia Collection' during the critical pre-Christmas launch period."

She said Swordfish had developed a "compelling" concept for the campaign.

Swordfish also works for Reebok, Volvic, Warner Bros and Wyeth Consumer Healthcare, creating multi-media campaigns.

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