Bon Appétit Gets All Edgy With a "Bite Me" Campaign

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To usher in "a new era for an iconic brand," Bon Appétit is launching "Bite Me," an "irreverent and unexpected ad campaign" on January 31. Based on the images, will the magazine now be about tattoos, travel, and lipstick?

In addition to an "out-of-home and national direct mail" campaign, there'll also be websites launching soon (BiteMeNY.com, BiteMeSanFran.com, BiteMeLOSANGELES.com, BiteMeCHI.com) with things like a "Find Your Inner Foodie" quiz that "determines what type of foodie persona you have."

And while Adam Rapoport is now the new editor-in-chief, according to him the magazine won't officially relaunch until May. The press release:

BON APPÉTIT LAUNCHES THE “BITE ME” AD CAMPAIGN JANUARY 31, 2011 Bon Appétit is launching “Bite Me,” an irreverent and unexpected ad campaign on January 31, ushering in a new era for an iconic brand.

“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.”

Driven by provocative imagery, the “Bite Me” campaign was created in-house at Bon Appétit. The campaign will run for four to six weeks in four key markets: New York City, Los Angeles, San Francisco and Chicago. The promotion is comprised of an out-of-home and national direct mail campaign, an interactive website with URLs customized to each of the four markets in which the campaign is running (BiteMeNY.com, BiteMeSanFran.com, BiteMeLOSANGELES.com, BiteMeCHI.com), and agency events. In addition, the website also features a “Find Your Inner Foodie” quiz which determines what type of foodie persona you have.

Following the theme of the campaign, there will be 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.

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