December 04, 2014

Easy Baking

Description: A cookbook
Main Pitch: "The amazing new, time-saving cookbook for all kinds of refrigerated dough"
Main Offer:
Bonus: Wrap and Roll recipes (free), mini Roll-N-Bake (just pay a separate fee)
Starring: Cathy Mitchell
Marketer: Telebrands
Watch the spot

Telebrands is on a roll with books and particularly cookbooks pitched by Cathy Mitchell, as I reported in my Dump Dinners review.

S7 Analysis: Quick and easy ways to make food will always be needed, and America seems particularly receptive to ideas for making quick-and-easy treats. It will be interesting to see if this book does better than Dump Dinners because of its focus on snacks and desserts. Bigger picture, what amazes me most about Telebrands' success in this category is that the book category is anything but uncrowded, and yet they continue to be successful.

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