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Ad guru Russel Howcroft helps home cooks find riches

Russel Howcroft shares his marketing expertise on Recipe to Riches.
Russel Howcroft shares his marketing expertise on Recipe to Riches. Channel 10

ADVERTISING guru Russel Howcroft wants to help Aussie cooks find riches on the supermarket shelf.

The Channel 10 executive general manager and Gruen Planet panellist stars in the second season of reality show Recipe to Riches.

The innovative food marketing show sees three Aussies selected to turn their humble home recipes into supermarket products.

"For me the show is really about the riches," Howcroft told APN.

"The recipe matters, of course it does, but then it's really about how do we turn that product idea into something that actually generates riches."

Each weekly winner's product will be available for purchase nationally in Woolworths stores the morning after the episode airs.

The winning recipes so far this season have been chocolate chunk cookie dough, pork, apple and cinnamon sausages and "Choc Bomb" protein balls.

Russel Howcroft, centre, joins Recipe To Riches experts Carolyn Creswell and Darren Robertson.
Russel Howcroft, centre, joins Recipe To Riches experts Carolyn Creswell and Darren Robertson. Channel 10

"The secret to the show's success is the fact that you can buy what you've just seen on the television," Howcroft said.

"That is a miracle of the modern marketing machine and the modern distribution machine to have a product on every single shelf of Woolworths (the next day)."

The show lifts the lid on the thought and research that goes into food packaging, with Howcroft helping cooks hone their brands and marketing strategies.

"Packaging matters, of course it does," he said. "You can have the same gift in a brown paper bag or beautifully wrapped.

"The gift itself is the same but the effect is considerably different. Packaging matters massively, and the name matters enormously as well."

Whichever product out of the weekly finalists sells the best will earn a permanent spot in Woolworths stores and a $100,000 grand prize for its maker.

"The thing we've got to do here in Australia is celebrate success," Howcroft said.

"This thing is happening for real. Yes it's a TV show, but it's not a fabrication. It's a legitimate contest where someone gets to be on a supermarket shelf."

Recipe to Riches airs Tuesdays at 7.30pm on Channel 10.

Topics:  recipe to riches



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