Client: Thermomix in Australia
Solution: book publishing—In the Mix and In the Mix 2
Services: editing, design, photography and styling, print management and distribution
In 13 short years, the Thermomix has taken Australia by storm. It’s the ultimate kitchen appliance, able to cook, steam, chop, mix and more. The Australian Thermomix story began in 2001 when Grace Mazur, founder and Managing Director of Thermomix in Australia, visited friends in Poland and brought back a Thermomix in her suitcase. Grace was so impressed, she wanted everyone to have one and so fought for the right to become the sole Australian distributor from Vorwerk International—the German manufacturer of the machine. With more than 140,000 machines sold, the Thermomix continues to make its mark in kitchens throughout Australia.
But this story wouldn’t be complete without author Dani Valent. An acclaimed journalist and restaurant critic, Dani went to a Thermomix demonstration (the only way you can purchase the machine) and couldn’t stop thinking about it. Dani approached SMG with the idea to produce a Thermomix cookbook, the type of book she wanted on her own shelves. And so In the Mix: Great Thermomix Recipes was created. It’s a lavish full-colour coffee-table book with beautiful photography and styling, and more than 100 recipes from Dani and renowned chefs and bloggers from around the world. In the Mix was the Australian winner and international runner-up in the Gourmand World Cookbooks Awards in 2011.
In 2013, In the Mix: More Great Thermomix Recipes was published, once more to great acclaim and commercial success. Featuring the same high-quality production values, the book has again won the Australian round of the Gourmand World Cookbooks Awards.
“In the Mix has been one of the most popular Thermomix cookbooks ever produced in Australia—our customers and consultants love the stunning food photography and styling, and design.” Jackie Van der Loon, Executive Manager, Marketing & Communications, Thermomix in Australia