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In a unique collaboration between Orange World and the 5th Estate mobile portal, Nigel Slater fans will now be able to interact with his new book Eating for England whilst on the move.

The site is being promoted across Orange's Orange World portal throughout October and is designed to specifically target mobile users that fit Nigel Slater’s target audience. It will also be tagged on the forthcoming Underground poster campaign for Eating for England.

By texting NIGEL to 80880, mobile users will be able to access extracts from the book, recipes, wallpapers, mobcasts and an exclusive interview with Nigel. They will be given the opportunity to click through to amazon.co.uk and buy the book directly from their mobile as well as entering a competition to win a free copy.

"Everyone talks about innovation the whole time, but few people actually get on with it and dip their toe in the water. Nigel's brilliant new book provides us with the perfect opportunity to launch this exciting new collaboration" John Bond, MD Press Books, HarperCollins Publishers

Written in Nigel Slater’s trademark style, Eating for England is an entertaining, detailed and somewhat tongue-in-cheek observation of the British and their food, their cooking, their eating, how they behave in restaurants and their idiosyncratic attitude towards the fine art of dining. It is a celebration of the glory, humour, eccentricities and embarrassments that are The British at Table.

This new innovation is a first for HarperCollins Publishers and we are very excited to have this recognised brand working in conjunction with one of our major authors.

5th Estate is a collective blog borne out of a passion for the subjects around which we’re publishing. It was created by Press Books, a division of HarperCollins Publishers as an online literary forum for writers, editors and readers. To read more log on to www.fifthestate.co.uk

For more information on this item or any further digital innovations within Press Books, please contact Jessica Axe: jessica.axe@harpercollins.co.uk , 020 8307 4928

This press release was distributed by ResponseSource Press Release Wire on behalf of HarperCollins Publishers in the following categories: Leisure & Hobbies, Home & Garden, Women's Interest & Beauty, Consumer Technology, Food & Drink, Media & Marketing, for more information visit http://pressreleasewire.responsesource.com/about.