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Ebury's mole-themed campaign for Charlie Mackesy's latest includes Fortnum & Mason takeover
Ebury is to run a major campaign for Charlie Mackesy’s Always Remember: The Boy, The Mole, The Fox, The Horse and the Storm with 50 Mole Mail boxes popping up across the world and a "The Mole at The Parlour" Fortnum & Mason takeover with a specially created cake.
This month will see the launch of a global campaign for the latest in Mackesy’s bestselling series which revisits the world of The Boy, The Mole, The Fox and the Horse – the bestselling adult non-fiction book of all time.
The campaign for Always Remember will see a coordinated global publication week in partnership with Penguin Life in the US, and will be publishing in translation with 15 territories, with more planned for 2026.
Ebury said: “Embracing the book’s core messages of community, vulnerability and creativity, the campaign hopes to bring together readers through moments of connection. Over 50 special ‘Mole Mail’ boxes, which will pop up in bookshops internationally this autumn (as far reaching as Hawaii), will provide a moment to pause, write, scribble, reflect or even draw on the mole postcards before delivering them in the post box.’”
Additionally, Fortnum & Mason’s will collaborate with the author will be hosting "The Mole at The Parlour" takeover. Visitors to Fortnum’s will see the ice-cream parlour decorated with vinyls and illustrations from the book – running until 4th January.
Roger Pizey, executive pastry chef at Fortnum’s, has created a three-tiered Victoria Sponge "Mole Cake", inspirited by the mole’s beloved cake featured in the books. A special window display will be unveiled, with a signing and exclusive launch event in store.
A "The Mole at The Parlour" tote bag has also been designed and will be available to purchase alongside a bundle that includes the book, The Mole toy, strawberry preserve and a recipe card for the bespoke cake. For every Mole Cake purchased, £1 will be donated to homelessness charity Centrepoint.
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Ebury added: “Independent bookshops have been given exclusive wrapping paper, which will accompany items including ‘The Mole’ pin badges, bookmarks and a character sticker. Bringing the books beautiful artwork to life, over 1,000 standees and hanging boards have been sent out to bookshops all over the world, and an inspiring campaign will launch in November to remind readers that ‘the blue sky above never leaves’.”
An exclusive edition of the book is being published in partnership with Waterstones in the UK and with B&N in the US. Both will be hosting the author, among other bookseller events and festivals, throughout an extensive global tour.
“Charlie will be speaking in more depth about the new book throughout a series of scheduled long-form podcasts and broadcast,” Ebury said.
The publisher added: “Connecting with various partners across the UK and further afield, one of the special markers of the campaign will a partnership with Bradford, the 2025 UK City of Culture. Local schools will be invited to join Charlie for a special screening and drawing lesson as well as ask Charlie questions about his work as a writer and artist. Copies of Always Remember are also being donated to every school in the district.”
