ABOUT

Tesco wanted to drive sales for fruit, add value to their offering and create a permanent reference piece that families would regularly refer to.
The strategy was cunningly simple.
By creating a non-branded reference book about fruit that customers could buy for £7.99 (but that Tescos also gave away when shoppers purchased £5 worth of fruit) through this book, I gave consumers an experiential
marketing piece that they implicitly trusted.
We trust books.
And we trust impartial advice - which, because I was the credited author, not Tescos, this book had.
This 100 page book tells the reader about the taste points of fruit, their history, recipes, and how to prolong the shelf life - making it a real added-value purchase from Tescos that implicitly sells more fruit.

Tesco distributed 125,000 copies in just 5 days and this book made The Times Top 10 Best Seller List.
Today All you want to know about ... fruit is on sale in Tescos, Amazon and WHSmith.