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Gallery squeezes peel-good factor into Bob Mortimer’s Satsuma Complex campaign
Gallery Books has unleashed its campaign for Bob Mortimer’s fiction début, The Satsuma Complex, which publishes in hardcover this week.
The novel follows the success of Mortimer’s bestselling memoir And Away… (Gallery), which has sold more than 680,000 copies across all formats since publication last autumn. The new title is also Gallery Books UK’s first fiction offering.
Backed by marketing and promotions featuring a giant floating satsuma and voice notes from the author himself, the campaign kicked off with Waterstones hosting a sold-out book launch in Newcastle on 24th October, which saw more than 1,000 people attend an in-conversation event with Mortimer and fellow author Charlie Higson.
Chocolate satsumas and orange-scented diffusers were sent to selected stores for “Satsuma Thursday” promotions on publication. Voice notes from Mortimer were also sent to retailer WhatsApp groups, and the team produced a range of satsuma-inspired point of sale (POS) accessories, including posters, floor vinyls, shelf wobblers, bookmarks and standees.
“We’ve taken the satsuma theme and squeezed out every possible iteration of POS,” said Richard Vlietstra, deputy head of marketing. “Our aim was to tailor window and in-store displays for each retailer, taking into account the different spaces, challenges and opportunities across each area of the market. The campaign will also include unmissable outdoor advertising with National Rail billboards, poster sites and London Underground cross-track advertising, featuring a special message from Bob himself.”
The Simon & Schuster imprint is particularly supporting indie bookshops. Mortimer shared links on his social media, encouraging consumers to buy a special edition from their local indie, and shops have been supplied with standees, single copy holders, bunting and bookmarks.
At the Waterstones’ flagship store in Piccadilly, London, a giant floating satsuma, created in partnership with Jack Arts, will feature in the shop, along with floor vinyl installation, an interactive sticker area and free satsumas distributed throughout the building.
Gaby Lee, genre fiction buyer at Waterstones, said: “Bob Mortimer’s The Satsuma Complex is pure Bob; hilarious, original, and full of his unique brand of wit and whimsy. It’s a complete tonic to the world right now, which our customers will absolutely love. After the huge success of And Away… last year, we’re so excited for Bob’s fiction début to fly off the shelves. It’s been one of our most anticipated novels of the year and our booksellers are eager to share this fantastic book with customers.”
The book has received widespread support and excitement from independent booksellers.
Paul Sweetman at City Books in Hove said: “Amazing support from S&S in terms of signed copies, a Linktree supporting independent booksellers, and bonkers Satsuma POS material that’s almost juicy enough to eat!”
In Ireland, Brendan Corbett, group head of marketing and customer experience at Eason, said the chain has “big expectations” for Mortimer’s first foray into fiction. “The Satsuma Complex will feature prominently across our stores and within our Christmas campaign materials as well as being reviewed on the November episode of our TV book review programme ‘What’s the Story?’ on Virgin Media.”
The début has received positive early reception from the Observer and the Sunday Telegraph. Mortimer appeared on “The One Show” yesterday (27th October) and further broadcast appearances have been scheduled for next month.
