CASE STUDY: Penguin boost awareness & engagement for Ask Italian

Provided by Penguin Random House
See how Ask Italian, following their re-brand, worked with Penguin to promote their family focus and delicious Italian cooking!
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What was the Challenge / Background of the Campaign?

In 2010 Ask set out on a journey to build Ask Italian into a family of really special restaurants based on a single source of inspiration- their love of Italian food and the Italian culture of cooking and eating. With families in mind and their commitment to Great Ormond Street Hospital they wanted to come up with a way of communicating their re-brand and engaging their consumers whilst raising money for Great Ormond Street Hospital.

What was the Campaign Objective?

In line with the re-branding of Ask Pizza as Ask Italian, CEO Harvey Smyth, was looking for a way of engaging their consumers with the revamped brand. They wanted to celebrate their fabulous Italian cooking showcasing their connections with Italian cooking experts Theo Randall and Carla Capalbo. They were also looking to continue their support of Great Ormond Street Hospital and were looking for a way of raising money.

What was the Solution?

To work with Penguin making use of their creative, editorial, production and sales expertise to create a beautiful cookbook. Packed full with over 100 recipes for Italian dishes served in Ask Italian restaurants and some extra special additions from their Italian cooking expert friends Theo Randall and Carla Capalbo. The books can then be distributed to the trade and Ask restaurants where they can be sold to raise funds for Great Ormond Street Hospital and simultaneously engage customers with the new Ask Italian brand.

What were the Results?

The book is stocked in Ask Italian restaurants nationwide. Through Penguin, it has been distributed to the book trade both in-store and online. It has also received national press attention and been supported by bloggers. Consumers engaging with Ask Italian recipes at home with their families, taking a place on their bookshelves, leaving a long lasting brand message. All of which have contributed to engagement with the Ask Italian brand and financially through donations to Great Ormond Street Hospital.

What were the Key Learnings of this Campaign?

Useful tool for any brand who are looking to boost the awareness, engagement and spread of their brand. The book has made it's way into the press, blogs, social media and most importantly people's homes, providing a long lasting branded message and engagement with their key audience of families. The books have potential to remain in the market as a steady selling back-list title for years to come.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsOngoing campaign with national exposure
16 - 24
25 - 34
35 - 44
Female
Both
ABC1
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, All RegionsAll YearBUILD AWARENESSBRAND STRATEGY
SHOPPER MKTG
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