James Haskell and Omar Meziane: Cooking For Fitness
Midas PR’s campaign for Cooking For Fitness received Top 5 position in Amazon bestseller chart
England Rugby player James Haskell came to Midas after deciding to self-publish his new cookbook Cooking For Fitness, with his own publishing company Haskell publishing. James had previously published two books, but this was his first cookbook and first collaboration with England football team chef, Omar Meziane.
James was already a high-profile media personality, as one of the UK’s most famous current rugby internationals and was also a huge social media star. His co-author Omar Meziane had a lower media profile, although he was one of the country’s top sports performance chefs, having worked for Harlequins rugby team, England football squad, Wasps rugby team, the GB Olympic rowing squad and the England Cricket team.
What they wanted us to do
Having been disappointed with the results of the campaign for his last book, James wanted a campaign that achieved blanket media coverage and drove sales of the book, as well as positioning James as a leading voice in nutritional health, and building Omar Meziane’ profile as the UK’s top performance chef.
How we did it
In order to make Cooking For Fitness stand out in the overly saturated cookbook market, we drew out unique and interesting components of Cooking For Fitness and positioned these as distinctive focal points for James and Omar to discuss in interviews. We also used recipe extracts to provide original content for food and lifestyle media, and pitched Omar to outlets that were suffering from media fatigue with James. Although James’ pre-existing profile helped to attract instant media attention, we made sure that the messaging and conversations we used around him was specific to health and fitness, so that the attention remained on the book, rather than James’ celebrity.
As the book was published around the same time as the Six Nations, and we used this as an effective news hook, to put Omar forward for interview and comment on what international rugby players diet would involve.
Both James and Omar’s schedules were so busy, as they worked full time for sports teams. In order to combat this and we made sure to co-ordinate with the head of sport at the BBC to secure as many opportunities as possible over the course of the days James and Omar were available.
What we achieved for them
Our campaign for Cooking for Fitness resulted in 13 pieces of national newspaper coverage, 26 pieces of national broadcast coverage, 31 pieces of magazine coverage, 21 pieces of digital coverage and 2 newswire stories, generating a further 128 pieces of coverage.