Delia Smith and IPC link up for promo

by John Reynolds, Media Week 17-Mar-08, 11:05

IPC and Random House have entered into a commercial tie-up to promote monthly glossy Woman & Home and Delia Smith's new book, How to Cheat at Cooking.

Both the book and the IPC-owned magazine will be promoted in branches of supermarket chain Tesco.

The month-long promotion will offer Tesco customers £1 off the April issue of Woman & Home, which will feature Delia on the front cover, when they buy a copy of How to Cheat at Cooking.

Gaynor Allen, books buying manager at Tesco, said: the book has proved a success at the supermarket, posting strong sales and a "significant uplift" in sales of the ingredients it features.