Magimix launches contest for retailers

Small electricals supplier Magimix has launched a display competition as part of its 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.

‘The Hundred-Foot Journey’ was released in cinemas nationwide from September 8. To support the launch of the film, which is produced by DreamWorks Pictures and released by Touchstone Pictures, Magimix is running a consumer promotion across its range of food processors, blenders, juicers, ice-cream makers, toasters, coffee machines and steamers.

Until 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.

In addition, Magimix will be giving away three iPads to the three stores (one iPad to each of the three winning stores) who create the best displays to promote ‘The Hundred-Foot Journey’ and Magimix larger competition. Runner-up stores will receive cinema tickets to the film. The display competition also runs until September 25.

Magimix UK managing director Jonathan Burrage said: “We’re delighted to be partnered with ‘The Hundred-Foot Journey’. 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.”