Curriculum VitaeKen NevittAddress: 12 Lord Road, Diss, Norfolk IP22 4HDiPhone: 07577 409674 Telephone: Diss (01379) 643004Email: ken_nevitt@mac.comLinkedIn: uk.linkedin.com/in/kennevitt

Personal statementI have been employed as a creative in the print industry since 1979, and have a broad-ranging,comprehensive knowledge of the trade. I have excellent communication skills; can understandand interpret complicated job briefs; work to tight schedules; welcome criticism; work aloneor in a team. I pride myself as a versatile, meticulous designer and have quick and cleanartworker skills. Hobbies include; painting landscape watercolours of the local area, buildingPCs from scratch, and I have also gained my private pilots licence.

EmploymentKenge (July 2012 – present)Position: Self-employed graphic designerResponsibilities: Graphic design, concept work, and finished artwork up to pre-press.

Bounty (UK) Limited (November 1999 – July 2012)Position: Graphic designerResponsibilities: Bounty’s sole graphic designer working on design and artwork (includingclient advertorials and adverts) to pre-press stage, for Bounty’s national guides, hospitalinformation booklets, healthcare professional publications, leaflets and promotionalliterature, including Bounty Photography material.

GetSet Graphic Design (1994 – 1998)Position: Senior graphic designerResponsibilities: From design to finished art, servicing an extensive, broad range of clients.

Goodprint printers (1992 – 1994)Position: ArtworkerResponsibilities: Preparing finished artwork (digital & physical paste-ups) for press. Plate making.

Flexfern Ltd (1988 – 1990)Position: Shareholder/DirectorResponsibilities: Graphic design, artwork, typesetting, camera operation, for all artworkdestined for publication.

Skills and expertiseLayout, typography, magazine (and newspaper) production, logo design, illustration,advertising material, brochures, photography. Comprehensive AppleMac (and PC) computerliteracy – Adobe Creative Suite CS6 (InDesign, Illustrator, Photoshop, Adobe Acrobat Pro),and QuarkXPress 9.

EducationNorwich School of Art and Design (1990 – 1992)HND: Graphic design

Rydens County Senior School (1975 – 1979)'O' levels in: Maths, English, Art, History, Geography, Aeronautics, Air Navigation, Biology

w w w . b r a n d i p e s . c o m

The BestBrand Recipes

2013/14

Reinventing the Meal

Brand Chef:Brandipes:

Sales contact:Proposing company:

Reinventing the Meal

The Best Brand Recipes 2013/14

07779 639382 or sarah@brandchef.net

www.BrandChef.com

Brandipes Leaflet 2013-2014_Layout 1 11/02/2014 11:46 Page BC1

32 The Best Brand Recipes 2013/14 The Best Brand Recipes 2013/14

Welcome to Brandipes 2013

Contents

Brand Chef synopsis ......3

Brandipes background ......4

Why will consumers love Brandipes?.......4

Research and the audience ......5

The book contents ......5

Get involved ......6

Sample recipe page ......7

What is Brand Chef? A central point for the best brand recipesin the UK.Brand Chef Philosophy: To provideconsumers with innovative, tasty recipes– with shortcuts.Brand Chef Portfolio• A yearly Book

Full of the best brand recipes(brandipes) from top food brands in the UK. ‘Brandipes: The Best Brand Recipes 2013/14’ (Launching August 2013)

• A yearly BookazineProvided free to 50,000 food lovers inthe UK. (Contents mirror the book)

• A continually updated websitewww.brandipes.com(Launch Oct 2013)

• i’app(Launch Oct 2013)

• Blog Roll(Launch Oct 2013)

This menu of platforms will allowconsumers to find and use brandipes intheir favourite or most convenient format.

The Book: SynopsisBrands have been providing recipes inmagazines for years and this is becomingmore and more popular as a result ofconsumer interaction and usage. Brand Chef provides a central point topull all of these brandipes together forconsumers. Providing quick, tasty homecooking with practical short cuts, thebook is consistent with the demands onmodern life and popular market trends.

Project OverviewFollowing two years of moulding the ideaof Brand Chef into a functional Book,Bookazine, eBook, i’app and onlinefacility, the project is ready for launch.The Brand Chef, Bookazine & Recipe bookbrings together consumers favouritebrand recipes from 2013/14. Theserecipes are hugely popular withconsumers, with 50% of consumers usingrecipes within magazines.Seven of the UK’s top selling books since1998 are recipe books, five of which arebased around easy, quick recipes orlearning to cook for beginners. This isexactly the service that Brand Chefprovides. Further research into the foodmarket, trends and key recipe book

buyers provides the basis for enormouspotential in book sales, with a coremarket of 15m; 30% of which purchaserecipe books.Brand Chef will take on a strong Brandidentity of its own, providing appeal toboth brands and the target market. Thestyling of the brand will immerse itself inconfidence by emanating a 1960’s imagewith a modern edge. This 60’s style willremind target consumers of their familylife, mums cooking and reflect the ‘simple’times. The modern edge will portray theconcepts time saving ingredient andtrend setting appeal. The book’s contents will straddle all main recipe categories, but will be skewed to the most popular currenttrends e.g. slow cooking / baking /eastern. This is possible due to: the abilityto identify the most used and highly ratedrecipes, mainly through online stats.Brand Chef is unique: There is no otherphysical book in the market whichprovides this central ground forcommunicating this widely used andappreciated content. It brings brands andconsumers together in a blatant manner.Brands satisfy consumer’s needs and visaversa, so why shouldn’t their innovativemethods for cooking provide a best seller?

Brand Chef Synopsis

Brandipes Leaflet 2013-2014_Layout 1 11/02/2014 11:46 Page 2

4 5The Best Brand Recipes 2013/14 The Best Brand Recipes 2013/14

So what is Brandipes? Pronounced Brand+(rec)ipes, it is acentral hub for the best brand recipes inthe UK. Some may say that Brandipes isall about cheating, but I prefer to say it’sabout sensible creativity.It could be making an easy lasagne usinga condensed mushroom soup for whitesauce or making a spag bol tastier byadding Marmite or it’s an innovativeconcoction from a brand.

What these all have in common is thatthey use the expertise of 100’s of years ofbrands experience and knowledge, tomake our lives easier, cooking quickerand tastier, yet still allowing us to feel likecreative kings of our own kitchens.Where did the idea come from? Lookingback over my own family life and thosearound me I recognised a change inlifestyles and food consumption, and sawa gap for something new and fresh to fulfilour everyday needs. Long gone are thedays when many of us have the luxury ofone partner / parent being a home keeper.This person has in many cases beenreplaced by the need for everyone to getinvolved so our chores can be done

quicker, easier and with no impact on thequality of the results. In the kitchen this means that most dayswe don’t have the time (or sometimes theenergy) to cook from scratch anymore.Occasionally I, like many others, makemore time for entertaining (andsometimes even impressing) friends, buton everyday evenings I crave forsomething quick and easy but still withsome element of creativity or cooking.One of the most increasingly popular anduseful tools out there have been BrandRecipes typically found in magazines.Many people lack the organisationalqualities and/or time needed to keep anorderly file of any useful recipes found,whether from magazines or the web.These need a safe home, and and thereforeBrand Chef are compiling the first edition of Brandipes.

The BookazineThe following pages outline the rational,opportunities and costs of getting involvedin this project. Becoming involved early will also provide your brand with free coverage within much of the Brandipesportfolio, it will also mean first options on all other future opportunities to reach the Brandipes audience.Everyone at Brand Chef looks forward to your feedback on thisopportunity and working with you on the project as its media develops.

The Brand Chef Recipe book bringstogether consumers favourite brandrecipes from 2013. • 50%* of consumers use recipes within

magazines, most of which contain abrand name.

• 7 of the UK’s top selling books since1998 are recipe books, 5 of these arebased around easy, quick recipes orlearning to cook.

• 49%* of those who do not have time tospend on preparing and cooking food,claim that they like trying new recipes– hence Brandipes will be well used andloved even by consumers who enjoycooking from scratch.

• 42.8%* of the population areinterested in recipes in magazines, witha skew towards women (55% interest).

Why consumers will love Brandipes?

Brandipes background

TGI panel research analysis indicates awide appeal for Brandipes, but indicatestwo main primary target audiences.Core target audience:ABC1 women aged 25-44 (15mconsumers) – time poor, interested incooking with simple shortcuts.• 62% are interested in recipes

in magazines• 72% like trying new recipes• 64% get pleasure out of food• 61% like trying new food products• 50% state their family spends a lot

on food• 56% look for practical information

(e.g. recipes and decoration ideas)• They account for 33% of all cookery

book sales• 51% look for practical information

online (e.g. recipes and decorationideas), they account for 43% of thepopulation doing this

Conclusion: The statistics indicate a highpropensity for this core audience to beinterested in the Brand Chef offering.This core target group provides apotential audience of 5m off line (33%of 15m) and 7.6m online (51% of 15m). These statistics remain strong for thoseoutside of the ABC1 classification.

Secondary target audience: 15-25 years olds (9m consumers) –consumers who are learning to cook,using shortcuts which brands provide toincrease their confidence in the kitchen.• 52% are interested in recipes

in magazines• 65% like trying new recipes, yet only

44% prefer cooking from scratch –indicating a predisposition to use pre-prepared products for shortcuts

• 57% get pleasure out of food• 56% like trying new food products• 48% state their family spends a lot

on food• 41% look online for practical

information (e.g. recipes anddecoration ideas)

• They account for 9.5% of all cookerybook sales

Conclusion: The statistics indicate a highpropensity for this audience to beinterested in the Brand Chef offering.This secondary target group provides apotential audience of nearly 1m off line(9.5% of 9m) and 3.7m online (41% of 9m).Consumer Benefits:• Interest of many consumers already

established (through research above)• A central point to save ripped out

magazine recipes, which often mislaid. • A great gift• Unique• Already emotionally connected with

the brands• Make tastier recipes quicker• Perfect for time poor consumers• Making cooking more creative

– yet easy• Inspirational

The Best Brand Recipes 2013/14Brand Chef is full of ‘Brandipes’ – (Brand(rec)ipes) recipes carefully crafted bybrands. These give a varied andinspirational range of short cuts to tastymeals, covering an array of cooking stylesand course, including but not exclusive to:• Brandipes usage• Speedy Kitchen tactics• Larder Staples• Tips• Recipes• Breakfasts• Starters• Snacks• Main courses

– Fish– Beef– Chicken– Lamb– Vegetarian etc.

• 60’s / 70’s / 80’s themes• Low fat meals• Slow cooking• Inspired Events: BBQ’s, Halloween,

Who are the Brandipes audience?

Brandipes contents

First Stage of Brandipes

*Source: TGI Q2 2011

Brandipes Leaflet 2013-2014_Layout 1 11/02/2014 11:46 Page 4

6 7The Best Brand Recipes 2013/14 Sample branded recipe page

Instructions1 Pre-heat the oven to 190˚C, gas mark 5

and have ready a roasting tin.2 Cut the courgettes and peppers into

chunky bite sized pieces and place in abowl with the onion and garlic. Halvethe sun-dried tomatoes and add to thevegetables with the tomato oil. Chop ortear the sage, mix well together andplace into the roasting tin. Bake for 25-30 minutes until the vegetables softenand begin to brown.

3 Meanwhile cook the pasta until al dente(around 10-12 mins).

4 Drain the pasta and return to thesaucepan. When the vegetables areready add them to the cooked pasta.Stir in the Philly and the stock while themixture is hot so that a creamy sauce ismade. Season to taste and enjoy.

Philly roastedveg pasta

Prep time: 15 minutesCook time: 30 minutesServes: 4

www.philadelphia.co.uk

Typical values Per serving

Energy 1042.8kJ / 249.0 kcal

Protein 9.3g

Carbohydrate 30.5g

of which Sugars 10.6g

Fat 10.6g

of which Saturated Fat 3.3g

Fibre (Englyst) 6.8g

Sodium* 0.3g

*Equivalent as Salt 0.8g

Nutritional information

Christmas, Easter, Pancake Day, Valen-tines and Firework night.

• The buffet• Fun kids meals / Picnic Hamper• Desserts• Cakes• DrinksThis is a yearly book and the content can change with consumer preferenceand demands.IndexingThe book contents format will be styles offood as above.Indexing will be in two formats:• Alphabetical recipe order• By brand

Circulation and MechanicsThere will be two versions of the firstedition of Brandipes, the first in amagazine quality and style (Bookazine),50,000 copies of which will be distributedto a key target influential foody audienceby the Brand Chef stands at the GoodFood shows 2013, as well as used ingiveaways and other shows targeting thetwo target audiences.The second version will be the bookversion. This will be marketed throughsocial media, food blogging, and relevantwebsite partners through competitions,giveaways and content sharing.

There is no guarantee of the additionalvolume sold, but there is a guarantee that50,000 copies will reach food lovers in theUK. Hard work and expertise will go intothe PR and marketing required to furtherincrease this coverage through websiteoptimisation, eBook marketing and thisadditional coverage should be seen simplyas a bonus at the end of the year as it isnot charged for.Get a Taste:• 1 recipe £2.000 (0.04p CPC)

(All recipes can have at least 1 fullcolour image)

• 3 Recipes £5,600• 10 Recipes £17,000• Tips content £500 each

Up to 150 words, brand logo plus onefull colour image

• Larder Staple £500 each(DPS near front of book – productimage and why this is a staple (up to 10 words)

• Partner Package £21,000 Including:Back page partner logo, 10 recipes withimages, 5 tips content throughout thebook, 1 tips page and 1 larder staple. This will also provide partner status atshow events, within PR and online for 6 months.

Each recipe will be given their respectivebrandipe code(s) for consumers to easilyidentify what benefit their brand brings tothe recipe.Notes• Recipe selection is on a first come first

serve basis; we wouldn’t have twolasagne recipes for example but wouldhappily talk about combining ideas, tosuit the consumer.

• Contracts contain agreement of recipeusage on other Brandipes platformsand promotions.

• Reductions are available for any mar-keting or PR partnerships.

Bookazine Calendar

Booking deadline 31st March

Page designs and sign-off April / May

Printing schedule June

Advance copies 30th August

Distribution Sept – Dec 2013

Web Design from April for Sept Launch

eBook launch August 18th

Get your brand involved

Brandinotes

This recipe was developed in the Philadelphia kitchens and has received 5 star ratings by users. This area can include the brand website, stories, history or other hints and tips.There will also be a link directly to this recipe on Brandipes.com

Ingredients2 medium courgettes2 peppers, 1 red and 1 yellow1 red onion, peeled and cut into about 12 wedges2 cloves garlic, peeled and finely sliced50 g sun-dried tomatoes in oil1.5 tbsp of the oil from the tomatoes1 tbsp chopped fresh sage300 g wholewheat penne pasta120 g Philadelphia Lightapprox 50ml hot vegetable stock

Brandipes Leaflet 2013-2014_Layout 1 11/02/2014 11:46 Page 6

3130

Hayfever Hayfever

For most sufferers,symptoms are confinedto nasal symptoms such

as runny noses orcongestion, post-nasaldrip, and sneezing, aswell as inflamed and

itchy eyes, and sinusitis.In some, though, it canlead on to respiratorytract symptoms such

as asthma.

Medication is perhaps the most commonmethod of treating allergy, though.Antihistamines and topical steroids are safeto use in the general population, but advicemust be sought from a health professionalwhen pregnant (see panel, right).

TreatmentThere is a wide range of medical and non-drug hayfever and allergy treatmentsavailable. Different treatments affectdifferent people, depending on how severetheir symptoms are, so it is worth seekingadvice first.

Hayfever, or allergic rhinitis, isnever much fun, especially asthe warm weather and beingoutdoors will bring symptoms to the fore.

What are the likelyculprits?Any substance that causes an allergicreaction is called an allergen. Grass pollen isthe most common allergen, usuallyoccurring from about May to July. Allergy totree or shrub pollen, such as catkins, tends tobe in the spring, while weed allergens, suchas from ragwort, are released at the end ofthe summer and into the autumn.

Moulds and fungi allergens can also causeseasonal allergic rhinitis, but they may bepresent year round, for example in a poorlyventilated house. Similarly, dust mite allergyand allergy to pet dander create persistentallergic rhinitis symptoms.

Medical therapies

• Antihistamine tablets (liquid forms are available for children)

• Eye drops

• Nasal sprays

• Desensitisation therapy (injections or tablets)

• Allergy testing.

Alternative remedies

• Applying petroleum jelly round the nostrils might trap pollen as it is inhaled

• Avoid drying clothes and bedding on the clothesline outside if the pollen count is high

• Shower and wash hair regularly

• Keep windows closed

• Wrap-around glasses can help keep pollen away from the eyes.

The inflammatoryresponseSymptoms occur when the body’s immunesystem overreacts to an allergen and makesan antibody (IgE). The antibody releasesinflammatory mediators (chemicals) fromcells, and cause the cells to swell and tobecome ‘leaky’, creating inflammation,irritation and excess secretions.

Some mediators, such as histamine, workquickly causing the common symptoms ofsneezing,itching, a runny nose, and itchyand red, watery eyes. Others work moreslowly, causing a blocked or stuffy nose,which may in turn lead to headaches anddifficulty sleeping.

Managing symptomsThe best approach is to avoid or remove theallergens, if at all possible. Keeping windowsclosed if pollen is in the air, or cleaning thehome regularly may provide some defence,and products are available that can beapplied to the coats of family pets to reduce dander.

Hayfever and allergyin pregnancyPregnant women may have to dealwith the added impact of all thatsneezing on weakened bladders. A fifthof pregnant women will experiencepregnancy-induced rhinitis, even if theyhave no allergies.

Most manufacturers of antihistaminesadvise against using antihistaminesduring pregnancy and last September,the British Society for Allergy andClinical Immunology (BASCI), issuedguidelines recognising that mostmedications will indeed cross theplacenta, but the BSACI does gives thego-ahead for some medicines, sayingthat prescribers should consider thebenefits to the patient and thepotential risk to the foetus. Pregnantwomen should always check with their GP first.

• Antihistamines such aschlorphenamine, loratadine andcetirizine are likely to be safe

• Avoid decongestants (e.g. pseudoephdrine, phenylephrine,ephedrine, xylometazoline,oxymetazoline)

• Cromone eye drops (sodiumcromoglicate and nedocromilsodium) are considered the safestdrugs to recommend during the first trimester

• Steroidal nasal sprays, such asbeclometasone, fluticasone andbudesonide , have good safetyprofiles and are regularly used bypregnant women with asthma. Use at the lowest effective dose,where possible.

The British National Formulary (BNF)adds that sedating antihistamines, if used in the third trimester, can havean adverse affect on the newborn babywho may show signs of irritability,paradoxical excitability and tremor.

Sources

Allergy UK. http://www.allergyuk.org/fs_rhinitis.aspx

BNF 61. March 2011. BMJ Group and RPS Publishing.http://bnf.org/bnf/index.htm

‘Management of allergic and non-allergic rhinitis: aprimary care summary of the BSACI guideline’. Angier E, et al. Prim Care Resp J 2010; 19(3): 217-222

Hayfever

Hayfever is the most common allergicdisease - about 15% of the populationsuffer from this condition.

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