Expressen and Allt om Mat Release Cookbook Series

On Sept. 26, Expressen launched a new collectible cookbook series: Allt om det goda (everything good) with recipes from  Allt om Mat as well as some new material.

The collection includes 20 books, each with a theme, and is a follow up to the series Smaker från hela världen (tastes from the whole world) that Expressen and Allt om Mat released together in fall 2008. The earlier series won two gold medal awards: at the Grand Cookbook Awards in Paris and as the Cookbook Series of the Year from the Swedish Culinary Academy.

"With the prizes, we realized that we'd done something really good and much appreciated, and wanted eventually to do a follow up book series," says Marie Cavallin, project manager at Expressen.

"With Allt om Mat celebrating its 40th birthday this fall, it was a great time to launch Allt om det goda," says Katrin Alström, editor-in-chief for Allt om Mat. "The new books have classic themes, coinciding with the seasons and holidays of fall and winter. From pies, apples and other favorites to fall foods, tea parties and advent celebrations, just to name a few." 

The books will sold with the newspaper on Wednesdays and Thursdays, although the first book was launched on Sunday, Sept. 26, when Expressen readers got the cookbook when they bought the newspaper. Even morning paper Dagens Nyheter is selling the cookbook series to its subscribers.

The campaign launch started in print two weeks before. Ads were published in Allt om Mat and Expressen, Göteborgs-Tidningen, Kvällsposten and their corresponding inserts. On Sept. 20, TV ads (produced by TV4) were shown on TV4 and its respective channels along with web ads at Expressen.se.