Calphalon and Williams-Sonoma Invite Food Bloggers to Shill

The PR firm Carmichael Lynch (on behalf of Calphalon, Williams-Sonoma, and House Party) recently sent out a mass email to potentially thousands of food bloggers asking them to write advertorial-style blog posts in exchange for a "food stipend" (cash???), some Calphalon cookware, Michael Symon's cookbook, and gifts from Williams-Sonoma. Which in some ways is ethically questionable! Such a post would most likely require an FTC-mandated disclosure. And apparently, some food bloggers are deeply insulted by it. Here is a sample of the email:

We enjoy your blog, [REDACTED], and share your passion for cooking and fine cuisine. In an effort to provide a fun way to try new recipes with your friends, we would like to offer you the opportunity to host an Easy & Elegant Dinner Party Together with Calphalon & Williams-Sonoma in your home...

... If selected as a host, you will receive a generous party pack – including two pieces of Calphalon Unison cookware, celebrity chef Michael Symon’s newest cookbook, a food stipend and several Williams-Sonoma gifts [including the Potlatch Rub, ‘wichcraft Tomato Relish Panini Spread, and Williams-Sonoma Apron and Kitchen Towels.]... Further, as a blogger, you are invited to share these ideas with your readers – and include them in this adventure.

Bloggers are upset not only since it's outright asking to shill, but also because it was done on such a massive scale. Photographer and prolific food blogger Matt Armendariz reasoned in the comments on writer and editor Dianne Jacob's website : "I would never fault anyone for working on a promotion like this as long as they were ok with it... The problem for me is when it’s... almost as a way to side-step a marketing or ad buy for these clients. But then again, you “get what you pay for”... As blogs grow in numbers we shall see more of this, I have no doubt."

The email, in full:

From: Sarah McQuilkin
Sent: [REDACTED]
To: [REDACTED]
Subject: Easy & Elegant Dinner Party Together with Calphalon & Williams-Sonoma
 
Hi [REDACTED] :
 
We enjoy your blog, [REDACTED], and share your passion for cooking and fine cuisine. In an effort to provide a fun way to try new recipes with your friends, we would like to offer you the opportunity to host an Easy & Elegant Dinner Party Together with Calphalon & Williams-Sonoma in your home on [REDACTED]. CLICK HERE [http://www.houseparty.com/splash/calphalondinnerparty] to apply.
 
As a host, you and your dinner guests (about 15 of your friends) will have an opportunity to enjoy simple yet elegant dishes – with recipes from celebrity chef Michael Symon and Williams-Sonoma – all while using the newest innovation in Calphalon cookware. We hope you will be excited about this opportunity to try his recipes in your home, using Calphalon cookware. Calphalon Unison Nonstick gives professional results with the convenience of nonstick. Two nonstick surfaces in one set make the difference. The revolutionary Slide Nonstick surface releases foods effortlessly – essential for tender omelets and delicate sauces. The specially textured Sear Nonstick surface seals in flavor for juicy braised beef, tuna and vegetables.
 
Here’s how it works. Through a partnership with Calphalon, Williams-Sonoma and House Party (the party planning experts), you and one thousand fellow foodies across the country will simultaneously host Easy & Elegant Dinner Parties. If selected as a host, you will receive a generous party pack – including two pieces of Calphalon Unison cookware, celebrity chef Michael Symon’s newest cookbook, a food stipend and several Williams-Sonoma gifts – all the tools you need for the gathering. And, you will have an opportunity to participate in a Calphalon Unison Nonstick technique class on [REDACTED], at your nearest Williams-Sonoma, to see the cookware in action – before your event.
 
Through this experience you and your party guests will get a wealth of creative culinary inspiration. Further, as a blogger, you are invited to share these ideas with your readers – and include them in this adventure.
 
If you are interested, please CLICK HERE [http://www.houseparty.com/splash/calphalondinnerparty] to immediately link to the party host invitation site. Hosting opportunities are limited so please respond to this e-mail by [REDACTED].
 
And, if you have any questions, please don’t hesitate to ask.
 
We look forward to cooking with you!
Sarah McQuilkin?
On behalf of Calphalon?
direct: (612) 375-8534

· All Adventures in Shilling Coverage on Eater [-ENA-]