Since his future first came into question three weeks ago, we have learnt more about Christian Petracca’s black bean noodles and pesto chicken melt than where he wants to play next year.
Christian Petracca isn’t bigger than the Melbourne Football Club, but Brand Petracca certainly is. At least on social media.three weeks ago, we have learnt more about Petracca’s black bean noodles, pesto chicken melt and roasted salmon and greens salad than we have where he wants to play next year.
Leaving a club to grow one’s individual brand does not sit well among football fans, who expect their players to put the jumper first. St Kilda star turned pundit Leigh Montagna gave his assessment of the public’s change towards Petracca this week. Petracca’s 473,000 followers on Instagram are a fraction of that of cricketers David Warner , basketballer Simmons and F1 driver Daniel Ricciardo , but an overwhelming majority of that audience is based in Australia, and more than likely in the southern states where football thrives.
“If you’re monetising cooking on social media, he’d have sponsorship deals, but also publishers are very keen to monetise his following,” the publishing consultant said on the condition of anonymity so they could speak more freely. The consultant is predicting Petracca’s book to sell 20,000 to 30,000 copies, but doubts he has a long-term future in cookbooks, such is the competitiveness of the genre.“I think he is the real deal when it comes to cooking. I’ve heard him do publicity with the influence of his nonna, but he’s not reinventing anything.
“Brands like Coles, Woolworths, HelloFresh, they’re not trying to talk to chefs, they want to talk to the everyday person, that’s why he’s so appealing,” Giddings said.
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