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Magimix cooks up a feast with The Hundred Foot Journey

Friday August 15, 2014 at 9:11am
Magimix is launching its biggest retail promotion ever today (14 August 2014), offering consumers who purchase any Magimix or Magimix Nespresso product the chance to win a luxury cooking break for two in Bordeaux. The promotion is in partnership with DreamWorks Pictures and Touchstone Pictures and celebrates the up-coming release of the film, The Hundred Foot Journey, starring Helen Mirren. Magimix, which manufactures high quality small kitchen electrical appliances, will be running a promotion across its range of premium food processors, blenders, juicers, ice-cream makers, toasters, coffee machines and steamers. From 14 August to 25 September, consumers who purchase any Magimix or Magimix Nespresso product will be automatically entered into a competition to win the cooking break. The winner and guest will be treated to four nights of fabulous French cuisine and learn how to create authentic dishes against the beautiful backdrop of the home of Magimix, in the French countryside. In addition to the promotion, Magimix will be supporting the film with an integrated PR and social media campaign, in-store activity and promotion at key events throughout the summer. The Hundred Foot Journey 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 young Indian boy who moves with his family to the South of France with the grand plan of opening an Indian restaurant in the picturesque countryside. However, only 100 feet opposite stands a Michelin starred classical French eatery whose icy proprietress is determined to have their business shut down. Jonathan Burrage, Managing Director of Magimix UK, says: “We’re delighted to be partnered with The Hundred Foot Journey and to offer this fantastic holiday that reflects the heritage of Magimix to our loyal customers. With training of the culinary arts, and particularly French cuisine, at the backbone of the film our support of The Hundred Foot Journey was a natural fit. We hope the film will inspire budding chefs to persevere in the kitchen, to learn new skills and techniques and encourage food lovers to engage with a wide range of cuisines.”
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