Noma: Time And Place In Nordic Cuisine
Phaidon approached Sauce to implement a publicity campaign that would promote the first major cookbook by Danish chef Rene Redzepi and his restaurant NOMA, voted the #1 Best Restaurant in the World 2010 and 2011 at the S. Pellegrino Awards. Sauce began by securing a mass market extract in The Times newspaper with marketing support alongside major awareness through substantial review coverage in over 100 different UK titles including all the key Christmas book round ups Sauce then co-ordinated major press trips to NOMA for The Financial Times, GQ Magazine, Giles Coren from The Times, Delicious and Sainsbury’s Magazine which resulted in 4-6 page features in each publication which appeared in Autumn 2010 in the run up to Christmas.
Sauce also orchestrated a high profile author tour schedule that included a foraging trip with London’s top chefs on Hampstead Heath (featured by Metro, Radio 4 The Food Programme), live broadcast and print interviews, book signing and a one off hot ticket public event at the Freemason’s Hall which saw over 900 members of the public turn out to hear Rene cook and speak about his work. In the run up to Christmas 2010, the book quickly crept up the UK’s bestselling book and most wanted charts and sold out shortly before Christmas