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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.

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