Books of the Year NON-FICTION: LIFESTYLE
WINNER 5 INGREDIENTS JAMIE OLIVER MICHAEL JOSEPH
Jamie Oliver’s latest cookbook has so far racked up sales of 944,916 copies, and is shifting around 3,000–4,000 a week through Nielsen BookScan. His 2016 titles—Jamie’s Christmas Cookbook and Super Food Family Classics—achieved the still impressive but lower sales of 228,128 copies and 176,437 respectively. So why has 5 Ingredients been so successful? According to his publisher, Oliver knows what every cookery reader wants: straightforward, simple recipes, made with readily available ingredients, with a photograph of the finished meal. Oliver came up with the idea for a collection of recipes using only five
ingredients in 2017, after being inspired by the public on social media. The team at Penguin Random House created a particular visual look, taking individual shots of each element in every recipe to print a visual ingredients list, something it claimed had never been done before. It then put together a PR and marketing campaign which helped first-week sales reach 37,000. The judges of the Non-Fiction: Lifestyle category praised both the
content and the design; one said: “The concept works for all kinds of people and it has opened up cookbooks to people who wouldn’t normally buy cookbooks.” A second added: “My grandad bought it and it’s probably the first
cookbook he’s ever bought or used, which really opened my eyes to who is buying it.”
SHORTLIST
THE THINGS YOU CAN SEE ONLY WHEN YOU SLOW DOWN: HOW TO BE CALM IN A BUSY WORLD HAEMIN SUNIM PENGUIN LIFE “Mega monk” signed with Penguin Life after helping people in Korea with their social media problems.
THE CHRISTMAS CHRONICLES: NOTES, STORIES AND 100 ESSENTIAL RECIPES FOR MIDWINTER NIGEL SLATER FOURTH ESTATE The Christmas Chronicles is an exploration of Christmas rituals and feasts, featuring Slater’s recipes and photographs by Jonathan Lovekin.
THE BRITISH BOOK AWARDS WINNERS 2018
COOKING FOR FRIENDS AND FAMILY JOE WICKS BLUEBIRD Bluebird repositioned Joe Wicks from health and fitness guru into an author of cookery books for all the family with his latest title.
RECOVERY: FREEDOM FROM OUR ADDICTIONS RUSSELL BRAND BLUEBIRD Recovery reworks the 12- step addiction programme in modern, approachable language.
HAPPY: FINDING JOY IN EVERY DAY AND LETTING GO OF PERFECT FEARNE COTTON ORION SPRING Happy established TV and radio presenter Cotton as a respected voice in the wellbeing arena.
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