Bon Appétit's New Ads Have Glitz, But No Food

Magazine launches latest unusual campaign

Bon Appétit has been trying a lot of offbeat stunts as it reintroduces itself into a crowded food media category. There was an irreverent ad campaign in January with the tagline “Bite me,” the addition of celebrity and lifestyle content by new editor Adam Rapoport, and Fashion Week dinners that mixed chefs with designers and socialites.

With its latest campaign, Bon App wants to be thought of as not just a food but a lifestyle magazine.

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