Our campaign for Sam and Dom Milner’s Sunday Times Bestseller The Complete Air Fryer Cookbook and its hotly anticipated follow-up Air Fryer Easy Everyday was a recipe for success, generating over 300 pieces of coverage across food, lifestyle, parenting and national media and cementing Sam’s status as the certifiable ‘Air Fryer Queen’!

With The Complete Air Fryer Cookbook soaring onto the Sunday Times bestseller list, our PR strategy kept the momentum sizzling. We secured inclusion in a roundup of the best new cookbooks in the UK’s leading food title, BBC Good Food and an author interview on the health benefits of air frying in national newspaper The Independent. Further features and recipes ran in Vegan Living with a two-page spread in print, as well as Homes & Gardens, Ideal Home, SAGA, Woman & Home, and Your Home.

Capitalising on seasonal moments, we placed expert air fryer recipes and commentary in The Sun and Scottish Sun for Burns Night, while iNews, the Daily Express, Country & Town House and Air Fryer Christmas Cookbook Magazine explored unique festive food hacks – from Christmas dinner in the air fryer (yes it works!) to perfecting mince pies. Her recipe for the ultimate crispy roast potatoes was also featured across 220 regional newspapers.

Sam’s practical tips and recipes were also spotlighted in a range of women’s mags like Pick Me Up, My Weekly, Bella, and top parenting titles including Primary Times and My Baba.

Broadcast appearances on BBC Radio 5 Live, Heart Radio, Planet Radio, and regional BBC radio stations across the UK established Sam as the go to voice on air fryer cooking, helping readers rethink what’s possible with this much-loved kitchen gadget.

Sam and Dom’s air fryer series has gone from a bestseller to cultural mainstay, with The Complete Air Fryer Cookbook remaining a no.1 bestseller on Amazon almost two years after publication.