Small electricals supplier Magimix is set to kick off its biggest ever retail promotion in celebration of the film release of ‘The Hundred-Foot Journey’.
Adapted from a novel by Richard C. Morais, the film is directed by Lasse Hallström (‘Chocolat’ and ‘The Cider House Rules’) and produced by Stephen Spielberg, Oprah Winfrey and Juliet Blake. It tells the story of an Indian boy who moves with his family to the South of France to open an Indian restaurant. However, only 100 feet opposite stands a Michelin-starred French eatery whose proprietress – played by Oscar-winning actress Helen Mirren – is determined to have their business shut down.
To support the launch of the film, which is produced by DreamWorks Pictures and released by Touchstone Pictures, Magimix will be running a promotion across its range of food processors, blenders, juicers, ice-cream makers, toasters, coffee machines and steamers.
From August 14 to September 25, consumers who buy any Magimix or Magimix Nespresso product will be automatically entered into a competition to win a luxury cooking break for two in Bordeaux. The winner and guest will be treated to four nights of French cuisine and learn how to create dishes against the backdrop of the home of Magimix, in the French countryside.
Magimix UK managing director Jonathan Burrage said: “We’re delighted to be partnered with ‘The Hundred-Foot Journey’ and to offer this fantastic holiday, that reflects the heritage of Magimix to our loyal customers. With training of the culinary arts – and particularly French cuisine – at the backbone of the film, our support of ‘The Hundred-Foot Journey’ was a natural fit. We hope the film will inspire budding chefs to persevere in the kitchen, learn new skills and techniques and encourage food lovers to engage with a wide range of cuisines.”
Magimix will also be supporting the film with an integrated PR and social media campaign, in-store activity and promotion at key events throughout the summer. ‘The Hundred-Foot Journey’ is released in cinemas nationwide from September 8.