HARNESSING THE CACHET OF THE CULINARY INSTITUTE OF AMERICA TO PROMOTE AND SELL COOKBOOKS
The Culinary Institute of America has a reputation for training and producing the finest chefs in the world and their excellent chef-instructors are a key resource. Part of the appeal in recruiting superstar chefs as instructors is encouraging them to create brilliant and beautiful cookbooks with the imprimatur of the Culinary Institute. It is a win-win proposition. However, it can, on occasion, produce more books than it can easily sell. That was the challenge that they brought to Ashworth Creative. Find a creative way to attract new audiences to buy these books.