Culinary Institute of America

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Marketing cookbook series from the World’s Premier Culinary College through innovative ecommerce programs

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.

CREATING LANDING PAGES/MICROSITES FOR EBOOK PURCHASING WITH BUNDLED BARGAIN PRICING

Because The Culinary Institute had all the photography and original content, it was easy to create them as ebooks and sell the group of eight magnificently illustrated cook books. Ashworth created striking digital and SEM campaigns to drive traffic to a beautiful and compelling ecommerce microsite.

REPURPOSING WORLD-CLASS FOOD PHOTOGRAPHY TO ENTICE RECIPE FANS

The sheer quality of the recipes was echoed in the magnificent photography. Content highlighted that home cooks could either buy hard copies or ebook versions featuring more than 1,000 recipes in popular topics such as: Vegetables, A Tavola! (Italian cooking), New Book of Soups, One Dish Meals, Bistros and Brasseries and Cooking for One and the magnificent Cake Art. The ecommerce program attracted a new audience to the college and created a useful aftermarket for their recipe products.