Galaxy smooths way for book stars

18 April, 2008

Mars UK is spending 1.5 million on sponsorship of the 2008 Galaxy Book Awards.

The deal will include a TV ad campaign, press ads in the national press, online and PR activity. Mars will also be running a nationwide Book Crossing initiative from this month offering consumers the chance to read the award's shortlisted titles.

The books will be labelled with a Pick Me Up sticker and left in public places for people to find, read and put back for someone else to find. Readers will be encouraged to leave thier comments about the book on a Galaxy-branded Facebook site.

Trade relations manager Bep Sandhu said: "Alongside traditional media, by tapping into the Facebook and social networking phenomenon we are capturing a huge segment of our target audience and promoting the reading message to chocolate lovers across the UK."




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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