The promotion, created by Cocktail Marketing, is the second it has launched with BBC Books. The agency has developed a month-long campaign to feature at the 43 Cargo HomeShop stores in England with a promotional link across Cargo's own related in-store product ranges.
Cargo HomeShop is supporting the campaign with hanging banners, table displays and window presence in its larger stores, which include Tottenham Court Road and Putney in London.
The promotion will also be promoted online and sold through the recently relaunched Cargo HomeShop .
Carol Hornsby-Smith, consumer product manager at BBC Books, said: "Partnering with Cargo HomeShop in this way has enabled us to position 'The Delia Collection Baking' in an ideal retail environment, which allows us to attract buyers from outside the core book-buying market."
She added: "Its female primary target audience is ideal for both the book and for the Delia brand, building awareness of the range of titles written by Delia Smith."
Julia Greenhough, head of marketing for Cargo HomeShop, said: "Delia Smith is obviously a recognised, respected name that fits well with Cargo's customer profile."
Meanwhile, Cocktail Marketing has expanded its team with three new account managers. Sue McCreadie joins from Conrad Hotels, Claire Milton from the Promotions Factory, and Jo Micallef joins from Mitchell's & Butler.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .