TVNewser FishbowlDC AgencySpy TVSpy LostRemote PRNewser SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Bon Appétit’s New Campaign Attempts to Evolve the Brand

In a new ad campaign for Bon Appétit that launched today, there are models doing Model Things like partying and being fabulous, but no food. Adweek reports that the spreads are part of a plan by the magazine to evolve into more of a lifestyle publication. Pamela Drucker Mann, Publisher of Bon Appétit, explained, “What we want the consumer and trade to see is, it’s not just about the food. It’s food through the lens of family, travel; it really is about the lifestyle.”

The ads, which carry the tagline, “Bon Appétit: Where food and culture meet,” will run through February in various Conde Nast titles and trade publications.

We don’t really get this campaign, because it seems crazy that yet another magazine doesn’t understand that it’s better to be really good at one thing instead of average at a lot of things.

Also, when Drucker Mann said of the creative look of the ads, “There is something really exciting and sexy about the food culture. We’re trying to draw attention to that,” we just shuddered. Saying something is “sexy” automatically makes it the opposite of that.

Mediabistro Course

The Art of the Book Review

The Art of the Book ReviewStarting August 4, learn how to get paid to write reviews that will influence the publishing landscape! Taught by a Publishers Weekly book critic, you'll learn how to recommend a book to its audience, write reviews of varying lengths, tailor a review to a specific publication and more! Register now!