Huge tour for Nadiya Hussain memoir as Headline unveils 'unmissable' campaign

Headline has announced an “unmissable” campaign for Nadiya Hussain’s first memoir Finding My Voice, including a huge national theatre tour.

The book, out on 17th October, sees the chef share for the first time memories and experiences, both good and bad, that have shaped her.

Its launch will be marked by a string of high-profile media appearances, beginning with an exclusive cover interview by Elizabeth Day and extract in the Mail on Sunday’s You Magazine plus a publication week spot on the “Graham Norton Show” red sofa. She will also feature on ITV’s “Lorraine”, BBC Radio 1 with Nick Grimshaw, “Good Morning Britain”, the BBC Asian Network and Channel 4’s “Sunday Brunch”.

Headline has orchestrated a national print campaign with interviews across the Telegraph, the I, a special 10th anniversary cover of Stylist Magazine, Grazia, Heat, Woman & Home and Psychologies. Hussain will also pop-up on podcasts by Fearne Cotton, Katie Piper and Clemmie Hooper.

Lindsey Evans, publishing director, said: “It has been a total joy to work on this very personal book with Nadiya. From the moment we signed her to write it, the whole of Headline has been focused on building towards publication and we are delighted with the breadth of the multi-faceted publicity and marketing campaigns that Jessica Farrugia and Jo Liddiard have lined up.”

Her 12-stop tour, arranged in partnership with Fane Productions, will see the author at events hosted by Jane Garvey, Angellica Bell, Kirsty Lang and Leah Boleto. There will be an appearance at Cheltenham Literature Festival in conversation with “Queer Eye” star Tan France, culminating in a Royal Festival Hall conversation in December with Emma Freud.

Jessica Farrugia Sharples, head of PR, said: “Giving Nadiya the space to discuss her brilliant first foray into narrative non-fiction was my priority, and we also wanted to explore Nadiya’s unique insight into growing up in a Bangladeshi community with a campaign that is both diverse and in-depth - we have been able to pair Nadiya with a whole range of remarkable women of all ages and backgrounds in print and on tour to share their experiences.”

An accompanying marketing campaign includes activity with National Book Tokens plus work with Hussain’s BlissHomes and Swarovski partnerships. There will also be Instagram advertising and a calendar of activity through her social media channels, including exclusive video content.

The publication will see a joined-up Hachette campaign, with the simultaneous publishing of Hussain’s first picture book My Monster & Me, released on the same day.

Hussain has seen huge success with her cookbooks, although her two fiction books have fared less well. Nadiya’s British Food Adventure has sold 86,294 copies since 2017 through Nielsen and Nadiya’s Family Favourites from 2018 hit 67,638. This year’s Time to Eat has already sold 62,985 copies since its release in July.