For the first year ever, and building on the iconic Homebru campaign, Exclusive Books are launching a campaign that celebrates South African cookbooks and the chefs who cook them up!
The publishing of South African cookbooks has seen tremendous growth, and there is a cookbook to suit every flavour, trend and cook.
Food is a great unifier – anything can be overcome over a hearty meal around a warm table – so in many ways, celebrating food is about togetherness.
Cooking from a South African cookbook has all the benefits and ease of using local ingredients and easily obtainable products.
The amazing range of topics – from curries to low-carb, karoo to contemporary, vegetarian and fusion – touches on South Africa’s rich and varied cultures. A celebration of diversity indeed! The list showcases how local chefs have used the springboard of evergreen culinary classics like Italian and French cooking, but with a twist that transforms the dish into a home-grown delight. The worldwide trend of celeb chefs is well represented in authors like Lorna Maseko (Celebrate), Jan Braai (Shisanyama) and Siba Mtongana (Welcome to my Table), as well as foodie trends such as a flexitarian approach or using food not just to nourish but to heal.
Sometimes sharing a recipe is as much fun as making it. To key into this trend of recipe sharing, branded Tasty Reads recipe postcards will be found instore and customers are encouraged to collect them, share their favourite makes, and of course, find new favourites in the Tasty Reads books selection.
All this will be shared with Exclusive Books’ key campaign partner – UCook, South Africa’s favourite meal-kit delivery company. Fanatics members who buy any books from the Tasty Reads collection will receive a UCook voucher and earn double points on all Tasty Reads books during August. In celebration of this local culinary celebration, UCook will feature a Tasty Reads chef Siphokazi Mdlankomo in a menu collaboration during August.
‘Exclusive Books is delighted to offer cookbook authors this additional channel to showcase their foodie flair’, says Batya Bricker GM: Books and Brand for Exclusive Books.
For this campaign, Exclusive Books is delighted to partner with Nomu in including two sachets of Nomu hot chocolate, with a note attached, with every online order delivered. “Nomu is committed to creating the absolute best food and flavour experiences, but designed primarily for us, for use in our own homes, not in a test kitchen. With Homebru, Exclusive Books is committed to serving up the absolute best in current local cookbook writing. So the pairing of these two brands seemed like the perfect fit.” – Batya Bricker, General Manager: Books and Brands Exclusive Books.
Exclusive Books are also running a competition in August and Fanatics who buy any books from the Tasty Reads collection automatically stand a chance to win book hampers, vouchers and a covetable Le Creuset casserole dish in their latest shade, Artichaut.