The Sunday Times is promoting the four-part Ultimate Cookbook series with a commercial in which chef, television presenter and The Sunday Times Cook Gizzi Erskine destroys the recipes that didn’t make the cut. The Ultimate Cookbook is part of The Times & Sunday Times’ wider Incredible Edibles food series, promoted in a separate press and radio campaign.
The Incredible Edibles series is running throughout newspapers, and as well as The Ultimate Cookbook, includes supplements highlighting the best restaurants, the best cheap eats in Britain, and the best recipes of the celebrity chef era. The advertising campaign is based on the insight that despite Britain’s new-found status as a world power in food, the huge array of options – often complex – results in people reverting to the same habitual recipes. The overarching proposition is “The world of food. Uncluttered”.
THe Incredible Edibles campaign was developed at Grey London by deputy executive creative director Dave Monk, copywriter Alex Tizard, art director Jonathan Rands, agency producer Sam Napper, managing partner Natalie Graeme, business director Tasmine Foggin, account director Clare Anderson, planners Matt Gladstone and Hamish Cameron. Media was handled at M/Six by planner James Weinberg.
Filming was shot by Alphabetical Order director Daniel de Viciola via Friend London with director of photography Stuart Graham and producer Luke Jacobs. Editor was Fredrik Åkerström at Edit or Die. Post production was done at MPC and Gramercy Park Studios (audio).
Music is Bing Bang Bong!, the 1958 Sophia Loren hit.