The Brief

Roti King are launching their first cookbook. Create a 360 campaign that gains press coverage, social media engagement and drives sales of the new book.

The Activation

PR Campaign

We secured some top tier press coverage from articles such as; The Guardian, The Financial Times and The Independent and Sheerluxe, along with securing key coverage with the UKs biggest food publication, Twisted and Channel 4’s Sunday Brunch. We launched an influencer gifting campaign to help promote the book, to amplify our press and influencer coverage we hosted a press and influencer launch night.

Supper Club

In order to build anticipation we launched a ticketed Supper Club, set in a Malaysian Street Market setting. Roti King owner and cookbook author Sugen, signed books, conducted a roti making master class & guests were able to purchase the unreleased books.

Roti King Brighton Opening x Cookbook launch cross promotion

Our Cookbook Luanch fell a month before our Brighton Launch, we found a local cookbook shop, Cookbook Bake. This allowed us to reach an engaged “foodie” market in the Brighton area to not only sell our cookbook, but promote the Brighton opening. Sugan hosted a materclass, where he cooked different recipes from the book, for the guest to enjoy, before they got to take home their signed copies of the book. We sold this event out in just minuites!

Social Launch

Using Sugan Gopal, the owner of Roti King and author of the cookbook, as our key figure for our social launch was a no brainer as he is well liked by our audience, so “Cooking with the King” was born. We went into his home to create home cooking style videos to help our audience relate to the environment and to create authenticity, which helped to tease the recipes from the book, create excitement and drive pre sales. Post launch, we created home cooking style videos to continue to promote the book and build desirable, saveable content with the intention to convert viewers into customers.

Paid social

Alongside our social and PR efforts we ran a targeted Meta ad campaign to drive awareness and drive sales of the new cookbook.

The Results

• 3,470 books sold (over 2 month period) + 2,500 books in confirmed order from US retailer

• 201.6M press reach (including coverage from The Guardian, The Financial Times, The Independent, Sheerluxe Man, Country and Townhouse & Dine Out)

• 55 pieces of press and influencer coverage

• 88 tickets sold for cookbook supper club

• 210K views, 13.7K engagements & 476 link clicks on social content

• 297.3K impressions, 6.11% CTR, £0.07 CPC, 13,781 link clicks on paid social efforts

Client: Roti King