BLACK & WHITE PUBLISHING

Muckle Media was approached by Black & White Publishing to launch The Hebridean Baker, the debut cookbook of TikTok star, Coinneach MacLeod.

Challenge

Muckle Media was approached by Black & White Publishing in 2021, to provide public relations support on the launch of The Hebridean Baker cookbook.

The client’s objective was to generate national and broadcast media coverage and cut through the noise of Super Thursday, the busiest date in the publishing calendar.

Strategy

To launch The Hebridean Baker in a way that captured interest and ultimately drove sales, Muckle Media devised an engaging and creative campaign.

A multi-level strategy capitalised on local media coverage and increased The Hebridean Baker’s national profile on broadcast, print and online media. 

A series of events were conceived, and The Hebridean Baker toured the UK for signing and meet the author events. 

To further maximize his TikTok profile, Muckle Media worked with influencers and well-known celebrities who endorsed the book.

Results

Using our excellent media contacts and event management experience, Muckle Media quickly secured numerous broadcast and national media opportunities.  

A book tour was planned, including signing events on CalMac ferries and a sell out reading event at Harris Distillery.  

Social media opportunities were maximized, including working and negotiating with partners to secure free products for the creation of beautiful gift boxes which Muckle Media sent to influencers the publication day. 

Coverage was secured on Chris Evans Virgin Radio show, This Morning, CBBC NewsroundBBC Radio nan Gaidheal, The Independent, Daily Express, Daily Mail, Scotsman, The Herald, Scottish Sun, Readers Digest, Scottish Field, Daily Record, Stornoway Gazette, Press and Journal.

On the day of his Virgin Radio interview, The Hebridean Baker jumped from number 11 to number 4 in Amazon’s Baking Best Seller list.

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