Bushells

Select content from three different Penguin cookbooks was combined to make a Bushells mini-book of “great Aussie recipes that are perfect with a cuppa.”

The promotion is a clever example of how to take full advantage of Penguin’s wide range, combining content from multiple titles to promote a single theme.

Bushells featured its logo on the custom-designed cover, and added an introductory page of original content - a humorous guide to Aussie tea etiquette that defined the personality of the entire book.

The Bushells gift-with-purchase campaign was devised by Workshop Australia.