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Transworld partners with Hummingbird Bakery for Pooley paperback launch
Transworld has partnered with the Hummingbird Bakery to mark the paperback launch of Clare Pooley's "feel-good" novel The Authenticity Project.
The brand partnership, orchestrated by marketing agency mostra, includes a competition to win a signed paperback copy of the novel, a Hummingbird limited edition cake and as e-gift cards to spend at the bakery. The social media campaign will feature a newsletter, a regularly updated webpage and social media posts.
The PRH imprint bagged Pooley's book-club fiction debut after a six-way auction, securing UK and Commonwealth rights in two books for a six-figure sum. The hardback was published in April 2020.
According to Transworld the "heartwarming" novel combines the tenderness of The Keeper of Lost Things and The Lido with the narrative structure of "Love Actually", all the while exploring loneliness, motherhood, addiction and love, and "the importance of truth, connection and friendship in a society that continues to put up barriers".
Vicky Palmer, marketing director at PRH, said: “The Authenticity Project has captured the hearts of over 50,000 readers since the first lockdown, and with its wonderful café setting we had high hopes for publishing the paperback at a time when we could be sitting in cafés, reading and talking about great books. But it was not to be! Thanks to mostra and the Hummingbird Bakery we have brought the café idea to life in a completely unique way during lockdown three and I’m thrilled with the creativity this campaign delivers in the most unusual of circumstances.”
Aliya Dautova, communications manager at the Hummingbird Bakery, added: "For the company working with such a special type of product and baking edible emotions to help people share love especially at such challenging times participating in this partnership is like finding a soulmate. The idea behind Clare’s marvellous book and the perfect synergy we have make it possible to celebrate true connection in a more meaningful manner."
