Hellman's x publisher PR stunt - key takeaways

One book PR activation that really surprised me recently was a partnership between a mayonnaise brand and an author - something you don’t typically expect in the book world.

Last week, Hellman’s Mayonnaise teamed up with popular romantasy author Jennifer L. Armentrout and her publisher Blue Box Press to launch a special edition of her latest book, The Primal of Blood and Bone. This limited edition featured ‘garlic ink’ inspired by Hellman’s ‘vampire-repelling’ Garlic Aioli, cleverly tying the brand into the story’s theme.

The campaign rolled out on social media, with book influencers unveiling the exclusive edition in unboxing videos on TikTok and Instagram. Hellman’s PR team also created themed recipes starring their Garlic Aioli aimed at book clubs and plans to run giveaways in bookstores.

Okay, let’s be honest, the actual book product? Not so appealing, and I guess that’s why they’ve made a limited edition run of them, but it’s a PR tactic that has got people talking and for the publisher, who is competing with so many romantasy book releases this autumn, it helps provides stand out, even if it’s just from the online conversation.

While a big brand and budget made this collaboration possible (Hellman’s actually initiated the contact), there are lessons here that authors can apply to their own book PR and marketing:

Don’t limit your campaign to the bookish world Readers have interests beyond books. Embracing that means thinking about including non-bookish items in your PR packages that relate to your book’s themes or vibe. Or consider unique experiences or venues that might engage your audience in new ways.

Collaborate with others - even within the book community Working with fellow authors or creatives expands your reach and helps grow your audience faster through shared communities.

Place an emphasis on social media conversation Hellman’s campaign thrived on social media trust by tapping into favourite BookTok creators to reveal the special edition. While they likely paid influencers and gifted products, the key takeaway is letting authentic social content spread awareness. You can do the same by finding influencers passionate about your book who might share reviews or unboxings with their followers.

Make your campaign multi-channel Think about the different places your readers hang out, both online and offline. Don’t rely on a single platform. Repeated exposure across social media, newsletters, events, and even physical bookstores increases the chance readers discover and buy your book.

Think outside the box with your budget You don’t need a big budget to be creative. Small, inventive ideas that surprise and delight your audience can create memorable moments and stand out.

The Hellman’s and Jennifer L. Armentrout collaboration reminds us that book PR doesn’t have to stay confined to traditional literary circles. By broadening your perspective and trying new partnerships, you can create buzz in places readers don’t expect.

If you want personalised advice on how to make book PR and marketing work for your title, I’m here to help. Just get in touch, and let’s discuss your book’s unique potential.