News Limited boosted the sales of its major newspapers and launched the taste.com.au brand with mini-editions of Penguin’s best-selling celebrity chef cookbooks.
The 10-book series featured select recipes from the full-length cookbooks. A custom-designed taste.com.au slipcase added to the series’ collectability.
News Ltd offered the first book as a free gift, and each subsequent book for $2.95 with the purchase of a newspaper. The promotion delivered strong circulation growth, high redemption rates and immense brand exposure for taste.com.au.
Customised books have since driven a number of other successful News Limited promotions. Read the company’s testimonial here.