As Seen In Tesco...Jacaranda Authors React
And just like that...we are in the final week of our iconic Tesco partnership! It feels like we blinked and got here, and that's because of how fast you have been shopping our 8 selected titles.
The feedback, engagement and purchasing reports have been so gratifying to the team who have worked hard to get us here, and are committed to pushing us even further.
While you have heard a lot from us, and Tesco about what this placement of our books in their stores means, it was important for us to also bring the voices of the authors whose titles were chosen to the forefront of this campaign as a way of closing out the month.
For our authors like US-based Kwame Alexander, and his book Becoming Muhammad Ali, a Tesco store visit during a whistle-stop London trip resulted in a video that has been making waves across our social channels - catch it here on instagram or TikTok and don't forget to share and like.
(Kwame Alexander visits Tesco Superstore in Brent Cross where his book Becoming Muhammad Ali is featured as part of the Tesco x Jacaranda partnership)
For our A Quick Ting On(™) authors Christian Adofo (AQTO: Afrobeats) and Tskenya-Sarah Frazer (AQTO: Black British Businesses) whose books are also currently part of a partnership billboard campaign with JCDecaux across the country, October has been a month of whirlwind activity that has seen them touring stores and stations to the amusement of their instagram family.
But for those that do not follow them, or missed their social media musings, we got them to share, in their own words...
"It’s a fantastic opportunity to showcase the depth and breadth of intergenerational talent from our communities across the UK. In some respects, these books are the literary accompaniment to the world food aisle where storytelling is shared via ingredients and staple foods that remind as well as unlock special memories. It lets you know we’re here." - Christian Adofo
"I was thrilled to see A Quick Ting On: Black British Businesses on the shelves at my local Tesco! It’s such a surreal and proud moment to know that the series is reaching a wider audience. It’s a testament to the importance of celebrating Black British culture, and I hope it inspires others to explore these incredible books..." - Tskenya-Sarah Frazer
Stick To My Roots: A Music Memoir author, Tippa Irie has been in celebration mode, championing this placement of his book which has coincided with the paperback publication season for his best-selling memoir.
In a season of mourning his father, Alford Gardner, Finding Home: A Windrush Memoir co author, Howard Gardner simply urges people to visit their local stores, pressing his fellow Leeds Roundhay shoppers to look out for the special Black History Month book stand, and give a book a home.
Isabelle Dupuy who kicked off the month with a special appearance at Tesco HQ where staff were treated to an exclusive author conversation and got their copies of Living The Dream signed by the woman herself, being included in this partnership has "been a great honour." She further iterates that "signing nearly 200 copies of Living the Dream at the Tesco headquarters in Welwyn on the first day of Black History Month was an incredible experience."
(Isabelle Dupuy signs copies of Living the Dream at Tesco HQ)
And from the lovers, our star romance authors Sareeta Domingo (If I Don't Have You) and Maame Blue (Bad Love), the sentiment simply is "everyday is for lovers", and what better way to honour that than by having their books be a part of your everyday shop, as easy to reach for as the milk for your cuppa.
Specifically, Maame Blue who celebrates being “a part of another groundbreaking initiative from Jacaranda” shares a sentiment that encapsulates perfectly our goal for this partnership and hope for the future: “It is my hope that this will encourage supermarkets like Tesco to stock many more books by Black British authors all year round, beyond Black History Month and in such a way that they are integrated into the plethora of books sold daily within supermarkets.”
Again, a big thank you for all the support so far, the month is not over yet which means that there is still time for you to shop and champion this landmark partnership, so thank you in advance, and let's finish strong!