Ferran Adria is considered by many to be the greatest and most influential chef in the world and his restaurant, elBulli, to be the greatest restaurant in the world.  With over two million requests for just one of 8,000 places every year el Bulli is as famous for its innovative food as it is for the legendary difficulty of getting a table there.  Sauce realized early on that promoting a book about a restaurant that is near impossible to visit could be problematic.  Nevertheless, Sauce saw the opportunity to promote the book as the ideal consolation prize to all those who has ever tried (and failed) to secure a coveted table at el Bulli so decided on a high profile publicity campaign to drive sales and help create a bestseller Sauce kick-started the campaign with first serialisation which ran across the cover and 12 pages of The Observer Food Monthly, this coincided with the making of a fascinating behind the scenes film.  Further coverage included a major interview in Sunday Times Style by AA Gill and another by Tom Parker-Bowles in the Mail on Sunday, a major review by Nick Lander in The Financial Times Weekend, a full page in GQ Magazine’s, an interview on leading city website Bloomberg, further interviews with The Independent and Time Out as well as comprehensive review coverage across a vast swathe of other major media titles

A more unusual but equally major feature of the campaign has involved the staging of a one off UK public event at The Southbank Centre.  Sauce and Phaidon secured complete sponsorship of the event by The Southbank Centre and the 900+ tickets sold out in less than 5 weeks.  This, coupled with a high profile launch party hosted by The Spanish Ambassador, has resulted in a huge demand for the book which is soon to be published in paperback

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