Bon Appétit Says "Bite Me"

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To generate some buzz for its makeover under new Editor-in-Chief Adam Rapoport, Bon Appétit is launching "Bite Me," an "irreverent and unexpected ad campaign" starting January 31.

According to a PR email from the magazine, the campaign will run for four to six weeks in New York City, Los Angeles, San Francisco and Chicago. The campaign will also include an interactive website with URLs customized to each of the markets (,,,

"With this campaign, we are having fun with a play on words, inviting the advertiser and consumer to take a bite out of Bon Appétit,” says William Wackermann, Executive Vice President, Publishing Director of Glamour, W, Details, Bon Appétit and the Gourmet brand. “If they haven’t tasted it lately, they will be in for a wonderful surprise, thus conveying a new energy and enthusiasm at Bon Appétit under the new Editor-in-Chief Adam Rapoport."

And, going for that crucial "Sex and the City" demographic, the campaign also includes a sweepstakes offering four prizes, including a "'Bite Me' 14k gold necklace created by noted Sex and the City stylist Patricia Field, a sitting with a tattoo artist, a beauty makeover and a grand prize food lovers’ getaway to The Cosmopolitan of Las Vegas."



I take it the url's are not online yet? I just tried to click on the NYC one and no go...


Just fyi, this custom necklace was created and purchased by a customer from, where you can order any word or name on a "Carrie" necklace. Patricia Field did NOT create a necklace with the words "Bite Me", nor is this campaign endorsed or promoted by Patricia personally. It's a cute necklace but we wish the customer could mentioned that she was purchasing for this purpose, seems a tad underhanded and amateur on the part of Bon Appetit to go about using Patricia's name this way without permission.


I am still somewhat confused of what this campaign is about but it does sound interesting. I know that I wouldn't mind beauty makeover or a trip to The Cosmopolitan of Las Vegas. It sound like a very good idea for a campaign and I am sure it will attract many people.




I think this campaign sounds quite interesting as it is trying to motivate people to get out. Although I am a little confused as to what the purpose of the whole campaign is for? The prizes involved sound very promising and is most likely what grabs the attention of people. The prizes might overlook the campaign just a bit, but if it works then more power to them!


Is it really that easy, proclaim something "irreverent" (when really it's familiar to the point of being cliché) and offer up something related to Sex and The City and on cue the ladies who are into that sort of thing drop their cupcakes and macarons and run over to say it's interesting? Enough already with the silly marketing-to-ladies-in-their-30s clichés! The reason I preferred Gourmet to Bon Appetit is that they didn't seem overly caught up in this sort of vacuous nonsense.


The campaign seems to be just what is needed to gain the attention of the middle age urban professionals.


Being a marketing major myself I find it very interesting that this company is branching out. As it says in the article it is trying the new campaign in many of the big cities across the United States. This is a good way to test their new ideas and gauge how the people respond. I think in the future we should be able to see exponential growth of this up and coming company.


I hope with all the "buzz" the new editor-in-chief and marketing people are busy creating, they haven't lost sight of the food and the recipes. I'm all for making the editorial "relevant" but if you let me down with recipes created by less than seasoned pros, you can Bite Me. I can get a hipster infusion without keeping up a BA subscription.


in marketing you find that when you start to advertise and get your product recognized more the demand for the product will increase. If a company like this is ready to go on a new advertising launch they should be ready to fill the demand of the consumers. If they are not ready for the jump in demand, their product quality might fall.


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