Non-Fiction Lifestyle Book of the Year
Veganism was one of the big trends in cooking in 2018, and BOSH! by Henry Firth and Ian Theasby was the undisputed champion of the burgeoning publishing sub-genre.
On the face of it though, this wasn’t a vegan cookbook at all. Instead, Firth, Theasby and HarperCollins imprint HQ pitched it as a collection of “All Plants” recipes, shaking off some of the labels of vegan cooking and instead drilling deep into the mass market. Easy, flavour-packed recipes, bright design and colourful photography all helped to transform the image of this way of eating.
HQ’s work on the book—including promotions tailored to different retailers, extensive social media activity and a festival-style event at Borough Market in London—won it the Marketing Strategy of the Year category at this year’s British Book Awards.
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Bosh!Henry Firth & Ian Theasby