Non-fiction: 'Lifestyle' Book of the Year

Winner - Pinch of Nom

Pinch of Nom

Kate Allinson and Kay Featherstone

Bluebird

Simple, fast and easy cooking was a big trend in the market in 2019, and Kay Featherstone and Kate Allinson’s cookbook was unquestionably the leader in the field. But the duo’s huge online following, and their ability to reach readers UK-wide, made Pinch of Nom a standout title.

With community at the heart of the blog of the same name, Bluebird tapped into the blog’s users early in the campaign by testing recipes with them throughout and offering a free mini e-book, accompanied by a pre-order link. From the online following of 1.5 million came more than 140,000 pre-orders. The book reached far beyond the community to non-habitual and non-metropolitan book buyers; Bluebird’s efforts and ability to extend the book’s reach outside London was unanimously praised by the judges for this category: the campaign also won Marketing Strategy of the Year at this year’s British Book Awards. On top of all that, the book was “clean”, “supremely user-friendly” and “beautifully designed” using the turquoise and yellow colour scheme of the blog.

Rather impressively, from two début authors the book has generated over a million sales to date and was the bestselling book of 2019. 

The Shortlist

  • Pinch of Nom
    Kate Allinson and Kay Featherstone (Bluebird)
    Featuring easy-to-follow slimming recipes, this cookbook, originally a blog with 1.5 million followers, has been a huge success. The title was announced to the Pinch of Nom community on social media, generating more than 140,000 Amazon pre-orders.
  • Hinch Yourself Happy
    Mrs Hinch (Michael Joseph)
    Instagram star Mrs Hinch, a.k.a. Sophie Hinchcliffe, made publishing history when her début shifted 470,000 TCM copies and 75,000 nontrade sales. Thanks to Mrs Hinch's army of fans, it was PRH’s most pre-ordered book ever.
  • The Boy, The Mole, The Fox and The Horse
    Charlie Mackesy (Ebury)
    From a successful but relatively unknown artist came a beautifully illustrated book that, in its simplest form, is about friendship. The highspec début of Charlie Mackesy appealed to both adults and children
  • Veg
    Jamie Oliver (Michael Joseph)
    Said to be eight years in the making, Jamie Oliver’s latest cookbook was beautifully designed and featured his signature style: simple recipes using easy to find ingredients. Once again, he went straight to the top of the charts.
  • The Book You Wish Your Parents Had Read
    Philippa Perry (Penguin Life)
    The unusual tagline “a parenting book for people who don’t buy parenting books” turned out to be true. A high-profile campaign across podcasts and radio drew in an unexpected audience of people without children.
  • Dishoom
    Shamil Thakrar, Kavi Thakrar, Naved Nasir (Bloomsbury)
    This love letter to Bombay comes out of one of Britain’s most talked-about restaurants. Beyond the enticing recipes, the book is beautifully designed, with striking use of colour.