Securing style and substance for 2025’s hottest summer read
A high impact campaign cementing Lucy Foley as a tastemaker and bestselling brand author.
15 events and festivals appearances during 2025
2 weeks in Sunday Times bestsellers chart
Close to 26 million people reached through media coverage
Media relations
Campaign strategy & positioning
Trade PR and industry influence
The Brief
Midas was hired to deliver a high profile UK campaign for Lucy Foley around the paperback publication of The Midnight Feast, published by HarperFiction. The brief was to drive sales while further cementing Lucy’s position as a commercially successful novelist and cultural tastemaker. The campaign needed to span national media, lifestyle titles, the publishing trade and live events, reaching readers where book buying decisions are made and sustaining momentum across publication.
The Work
We began with an in depth kick off call with Lucy and her team to align on goals, messaging and opportunities.
From February, we pitched proactively to national, regional and sector media, securing early interest and placing review copies with key critics. Alongside reviews, we placed features and interviews tied to timely cultural conversations, from summer reading and The White Lotus to fashion, motherhood and insomnia, allowing The Midnight Feast to sit confidently beyond the books pages.
In parallel, we secured a strong programme of live appearances, curating events that aligned with Lucy’s availability while maximising sales impact. These included Bath Literary Festival, Bloody Scotland, Wimbledon Literary Festival and Waterstones events nationwide. Weekly updates kept Lucy, her agent and HarperFiction closely informed throughout.
The Results
The campaign delivered sustained, high quality coverage across print, broadcast and digital media, positioning Lucy as both a bestselling novelist and an authoritative cultural voice. Broadcast interviews on BBC Breakfast and major radio platforms brought The Midnight Feast to mainstream audiences, while features in ELLE, YOU Magazine and The Guardian reinforced its lifestyle crossover appeal.
A busy programme of festivals and bookshop events supported paperback sales and deepened reader engagement. Warm leads with titles such as Harper’s Bazaar also opened doors for future publications, extending the campaign’s impact beyond the paperback release.