Surreal Gourmet boosts book by revving up his toaster/trailer

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Marketer: The Surreal Gourmet and Ballantine Books

Effort: "Off the Eaten Path" Tour

Agency: In-house

Twist: To help push sales of his third book about food, "Off the Eaten Path," chef and author Bob Blumer-also known as the Surreal Gourmet-is concocting a nationwide tour in an Airstream trailer customized to look like a toaster. Beginning with the book's launch in May, Mr. Blumer and two aides will demonstrate his cooking style by hosting parties and performing cooking stunts using the vehicle's mobile kitchen that doubles as a theater. Stunts include cooking food on the toaster-trailer's engine between stops.

Vital statistics: Mr. Blumer will promote the book through July in more than 30 cities, backed by sponsors including Weber-Stephen Products Co.'s Weber grills, Seagram Co.'s Barton & Gustier wines and Alberto-Culver Co.'s Mrs. Dash seasonings. The tour is backed by a national publicity campaign including promotions on the Internet site surrealgourmet.com.

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