Bloomsbury cooks up Holland & Barrett partnership for Fearnley-Whittingstall campaign

Bloomsbury is to partner with Holland & Barrett, as part of the marketing campaign for Hugh Fearnley-Whittingstall's Eat Better Forever: 7 Ways to Transform Your Diet guide.

The campaign will feature two competitions. One offers the chance to win a virtual interactive cook-along experience with Fearnley-Whittingstall, in addition to a signed copy of the book and a hamper; and the other the opportunity to win £500 to spend at Holland & Barrett. It will also feature recipe cards free to dowload from the health shop website, and advertising across social media.

Don Shanahan, campaigns manager at Bloomsbury, said: “Reaching new readers is always at the forefront of our campaigns here at Bloomsbury, and so we are delighted to have collaborated with the UK’s leading health and wellbeing store Holland & Barrett, on this standout, high-value partnership. Having such a strong presence for Eat Better Forever, both online and in-store, takes our campaign to the next level and we can’t wait to see this audience discover Hugh and his new cookbook.”

Lara Purcell, marketing director, Holland and Barrett, commented: “Wellness through healthy eating is something that Holland & Barrett champions throughout the year, but never more so than at the key customer moment in January, when everyone is looking to get back on track with their healthy choices. Eat Better Forever encapsulates this wellness mission, making for a truly complementary brand partnership. This campaign will help us tap into a new audience, driving awareness of Hugh’s new book and Holland & Barrett’s extensive healthy eating range, which can be used together to help everyone eat better forever.”

The partnership was launched by brand agency Mostra, and the book will be published on 31st December 2020.