Bonnier imprint Hot Key Books is encouraging readers to #feedyourfire with a food-focussed campaign to mark the release of Elizabeth Acevedo's latest novel With The Fire On High.
Set in prose, With The Fire On High, follows Afro-Latina teenage mother Emoni as she juggles looking after her daughter and grandmother with her passion for cooking and dreams of becoming a chef. As the first in a three-book deal, Hot Key will publish With The Fire On High on 19th September ahead of a London-based advertising and publicity campaign.
Staying true to the novel’s culinary theme, a week-long With The Fire On High pop-up in Brixton’s Market Row (1st floor, 11-13 Market Row, Coldharbour Lane, SW9 8LB) will offer both books and Caribbean and Puerto Rican food from 22nd to 28th September. The pop up will host a series of events celebrating the book's themes around Afro-Caribbean cuisine and culture throughout the week, with proceeds going to the Young Women’s Trust.
The events programme kick off with a panel discussion on the gender gap in hospitality with UK hospitality initiative Ladies of Restaurants and a panel on women and diversity in publishing with Bonnier Books UK c.e.o. Perminder Mann and Knights Of co-founder Aimee Felone, both on September 23rd.
The Black Girls Book Club will become Black Girls Book Shop for one night only as they discuss Acevedo’s novel in the pop up on 25th September. Afro-Caribbean caterer Love Nosh will recreate recipes from With The Fire On High on 25th and 26th September.
Hot Key will host a trade celebration evening on 26th September which will feature an open mic poetry slam for authors, readings from With The Fire On High, and a virtual message from Acevedo. The week will wrap with an Latina Night on 27th September with music from Alandi.
The events programme will be bolstered by an extensive out of home advertsing campaign. From 23rd September, four 48-sheet billboards will appear in Clapham (High Street), Peckham (High Street), Vauxhall Cross and Stockwell and a multitude of four-sheets across London. Mural artist Eleanor Barreau will create two of the four billboards on-site at Peckham High Street and Clapham High Street. She is known for her work on Jess Glynn and Rudimental concert sets.
Hot Key signed the New York Times bestselling author in a six-figure three-book pre-empt in July 2019, weeks after after Acevedo won the CILIP Carnegie Medal. The novel was published May 2019 by HarperCollins in the US.
Acevedo’s second book, Clap When You Land, will be in verse and is inspired by real-life events, in 2001 flight AA587 was travelling to the Dominican Republic and crashed in Queens, New York, killing 260 people. The novel will be published in May 2020 simultaneously with the US (HarperCollins). The third novel, currently untitled, will follow in 2021, publishing simultaneously with the US.