23.08.13 | Joshua Farrington - The Bookseller

Penguin is gearing up for the launch of Jamie Oliver's latest cookbook, Save with Jamie: Shop Smart, Cook Clever, Waste Less (29th August), with a "massive" pre-publication transmedia serial with the Sun.
The book accompanies a six-part Channel 4 series “Jamie’s Money Saving Meals”, which will show in primetime at 8pm, beginning on 2nd September.

The media push for the book launches tomorrow (24th August) with five days of in-paper coverage in the Sun, accompanied by TV advertising and exclusive online material.

Meanwhile outdoor advertising campaigns are being specifically focussed on London, Birmingham and Glasgow, the three cities where Penguin has noted particularly high mass market sales of Oliver's books. Adverts will run on the sides of London buses, and there will be heavy advertising in the Glasgow Underground.

The campaign tagline is “Making Your Food go Further”, with social media users encouraged to engage with a #savewithjamie hashtag. A number of online videos have been prepared, while a Save With Jamie mini-site goes live tomorrow on the chef's website with user-generated sections which will pull in content from Twitter and picture-sharing site Instagram. Penguin and Jamie Oliver will both make use of their social media profiles, which collectively have 4m Twitter followers and 1.5m Facebook likes.
Oliver has had the Christmas number one in 2010, 2011 and 2012 with Jamie's Great Britain, Jamie's 30-Minute Meals and Jamie's 15-Minute Meals. Jamie's 30-Minute Meals has sold more than 1.7m copies, taking more than £24.5m through the tills. If Save With Jamie becomes Christmas number one, it will set a new record.