Andrew Heathcote Rich Lists editor

Andrew is BRW's Rich lists editor and is responsible for the Rich 200 and Young Rich flagship issues. He also reports on matters relating to wealth and investment for BRW and The Australian Financial Review.

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Carman’s to get million-dollar advertising lift from Carolyn Creswell’s TV debut

Published 28 August 2013 16:42, Updated 28 August 2013 16:45

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Carman’s to get million-dollar advertising lift from Carolyn Creswell’s TV debut

Carolyn Creswell’s business Carman’s Fine Foods is about to get the kind of publicity money can’t buy. Photo: Luis Enrique Ascui

Entrepreneur and BRW Young Rich list member Carolyn Creswell is charged with helping home cooks build businesses on a new TV show but it may be her own business which proves to the big winner in Recipe to Riches.

Creswell tells BRW says she is a “little bit hesitant” about her new career as a TV show host but excited about the opportunities on offer for her and her company, Carman’s Fine Foods.

In early advertising for Recipe to Riches, which premieres on Tuesday, August 27 at 8:30pm on Channel Ten, Creswell and her muesli manufacturing business feature prominently.

Creswell acknowledges the show could provide a big boost in brand awareness for her company. Carman’s stands to receive free advertising in excess of $1 million.

TV ads can cost upwards of $30,000 for a 30-second slot in a hit prime time show. The big benefit for Creswell is that the endorsement of Carman’s is embedded in the program, which boosts its value.

Recipe to Riches is a 12 part series, set to screen weekly. Creswell is one of three experts who each week mentor and judge three contestants, who are competing for the right to commercialise their recipes and sell their food at Woolworths’ 900 stores the day after their episode screens.

“Logistically it’s been a massive process to make it happen and to keep it a secret,” Creswell says.

Creswell was the highest ranked woman’s on last year’s Young Rich List of the top entrepreneurs aged 40 and under.

Her personal fortune was valued at $40 million by BRW, due mainly to her ownership of Carman’s, which she built from a small backyard operation into a major food manufacturer.

Creswell is the reigning Telstra Business Woman of the Year and says this award lead to many interesting experiences, including meeting Prince Charles.

“He was funny and knew all about me,” she says.

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