MOO x Tara Wigley: creating the perfect PR Box

PR boxes still work because they they bring something real – and tactile – to a pixelated world. When food writer Tara Wigley launched her book How the Cookie Crumbles, her thoughtfully designed PR box turned recipients into enthusiastic advocates, with social shares happening organically because the experience felt like receiving a gift from a friend, not a marketing push.

Table of Contents

• Meet Tara Wigley: A food writer championing print 
• Why Tara went all-in on print for her book launch
• What went in the box (and why it worked)
• The proof is in the pudding
• A creative collaboration: Tara Wigley x MOO
• How to create a PR box for your brand for your brand
• Want to start planning your own PR box?

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Meet Tara Wigley: A food writer championing print 

Tara Wigley has spent 15 years working with Ottolenghi, writing and testing recipes, but she’s also carved out her own distinctive niche. Her books of food-related rhymes turn culinary know-how into playful poetry. They’re bright, colorful, and a little bit cheeky.

Her latest book, How the Cookie Crumbles: And Other Culinary Confusions, explores the debates around words that sound similar but mean different things: chef vs. cook, cookie vs. biscuit, bourbon vs. scotch. As Tara puts it, the book tackles topics where everyone has an opinion and is convinced they’re right.

Simple rhymes teach kitchen wisdom in a light-hearted and humorous way. “The main point of the book is fun,” Tara says. “The tone, the colors, the illustrations, the rhymes, it’s meant to be a pop of color and fun in often unfun times.” But there’s substance behind the playfulness: “Within the fun, there’s also useful information. Simple rhymes help you remember things—like adjusting oven settings—so you don’t burn cakes again.”

To celebrate the book’s launch, Tara teamed up with MOO to design a PR box that captured that same playful, colorful energy.

Why Tara went all-in on print for her book launch

“I’m a huge fan of print. Google is great, but it can give contradictory information and leave you more confused. Books give clarity and sanity,” she says. 

“There’s something reassuring about print: this is the story being told here. You don’t have to worry about the online noise in that moment.”

This philosophy extended to her PR strategy. “Handwritten Postcards stand out. It hasn’t been written by a publicist. It’s from me, the author. Taking the time to do that makes a huge impact these days.”

“A bespoke note from the author feels like a relatively easy way to make a massive impact. It’s not rocket science, but it feels special in a world of templates and automation.”

She’s pragmatic about what makes print work: “We all know how meaningful it is to receive a handwritten note compared to generic post. A bespoke note from the author feels like a relatively easy way to make a massive impact. It’s not rocket science, but it feels special in a world of templates and automation.”

What went in the box (and why it worked)

Working with MOO, Tara captured her book’s playful energy with her bold orange PR box. Inside is a Mary Poppins-worthy bundle of print delights: 

• A weekly menu-planning Notepad 
• A “cookie or biscuit?” Twist Pen 
• Stickers
• Bookmarks featuring her food rhymes
• Postcards for handwritten personal notes

“I love a purposeful Notepad for weekly meal plans and grocery lists,” Tara says. “At the bottom, it says ‘MOO x Tara Wigley,’ which makes me feel very important.”

The PR boxes went out to a mix of loyal friends, food-world colleagues, and a few familiar names who’d truly appreciate the thought. “It would be rude not to send one to Nigella Lawson,” Tara laughs. “And of course, to people who’ll delight in it: podcasters, interviewers, anyone who loves food and fun.”

The proof is in the pudding

The response exceeded Tara’s hopes: “It’s been so fun, seeing people share their ‘box opening’ moment on their social platforms and seeing them genuinely tickled by how great it is.” The weekly planner became a particular favorite, with photos appearing on fridge doors everywhere.

So what made Tara’s PR box work? 

Every item in the box (apart from the cookie!) was designed to be kept and used, not just admired and discarded. “Making such an effort with the package sent out meant that those who received it felt a little bit special too,” Tara reflects.

The organic social sharing told its own story. “Although there is never any obligation to post when one receives something, there has got to be something encouraging in how many people did post and share, in response to such a box of goodies,” Tara says. 

A creative collaboration: Tara Wigley x MOO

Tara’s worked with MOO twice now, and there’s a reason for that. “In a world of doors closing, they’re a team full of creativity, positivity, and good ideas. It feels like everyone’s on the same side.”

“With my first book, MOO delivered everything I wanted, but also suggested things I hadn’t thought of. It never felt like I was being upsold, just given great ideas. The Notepad was MOO’s suggestion, and it became a box favorite.

“MOO did the hard work with the first draft designs, then I could edit and choose.”

The design also felt effortless. “Even when I asked for tweaks, nothing was a problem. It felt easy and supportive. MOO did the hard work with the first draft designs, then I could edit and choose.”

“The whole process felt like organizing a party with friends, rather than by myself, and everyone knows that a party is not a party unless brought to life with friends!”

How to create a PR box for your brand

Tara’s PR box felt more like a gift than marketing. In an automated world, taking the effort to curate, personalize, and send something tangible shows genuine appreciation and strengthens your brand story.

Here’s how to borrow Tara’s best ideas for your own PR box strategy:

1. Know your people

Before you design anything, know exactly who you’re sending to. Tara chose people who’d genuinely appreciate her playful take on culinary debates. Your audience might be media, influencers, retail partners, or loyal customers. Choose recipients who align with your brand and will engage authentically.

2. Make it unmistakably you

Tara’s bold orange ran through everything, making her brand instantly recognizable. Your theme should reflect what you’re promoting and how you want people to feel. Tara wanted “a pop of color and fun in often un-fun times,” and every MOO product delivered that promise.

3. Balance the practical with the delightful

The best PR boxes give people things they’ll actually use. Tara’s custom Notepad became a weekly meal-planning essential, while her Bookmarks kept the book’s playful spirit alive on every page. Think about which products will delight your audience and earn a permanent spot in their lives. 

4. Design for the ‘gram

Ask yourself: Would this look great in a photo? Your box should be naturally shareable without any styling required. Tara’s bold palette, mix of shapes and sizes, and playful illustrations created an instantly Instagrammable flat lay. When every element works together visually, recipients can’t help but share.

5. Get personal

Tara handwrote notes on her Postcards, turning Marketing Materials into personal keepsakes. How can you infuse a little bit of yourself into the box to connect with the person opening it?

6. Timing is everything

Tara sent her boxes to coincide with her book launch, giving recipients time to read and share before publication day. Plan your own around key dates to maximize buzz and relevance.

Want to start planning your own PR box?

Whether you’re launching a book, a product, or building relationships with key industry contacts, MOO is here to help you create a PR box that cuts through digital noise and creates genuine brand advocates. Because in a world where everything feels increasingly automated, print brings back that human touch.

Explore our range of Marketing Materials and Branded Merchandise, or discover what MOO Business Services can do for your brand.

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