Infiniti Targeting Foodies With Latest Campaign

By Tonya Garcia Comment

Auto maker Infiniti is partnering with American Express Publishing and Time Inc for the “Road to Inspiration” campaign, a pairing of the Infiniti brand with epicurean events taking place from the end of this month through November.

Among the stops on the campaign’s tour are this week’s Atlanta Food and Wine FestivalSunset’s San Francisco Chefs 2011 in August, and Southern Living Taste of Charleston in October. The campaign includes a website that is focused on a campaign sweepstakes, “customized experiences” created by Infiniti, and QR codes will feature heavily in the campaign.

According to Ray Daniels, comms specialist at Infiniti product communications, the car company is targeting foodies because their tastes “match up nicely to the luxury consumer.” Ooh la la.

“The epicurean target audience is a very engaged consumer that cares about the creation and inspiration from chefs,” he told us in an email. “There tends to be a higher household income with the epicurean target. And, chefs are now celebrities with a strong fan base.”

This is the second year of this partnership; last year’s campaign was “Supercharge Your Senses.” A clip from that campaign is embedded above. Last year’s events were smaller affairs, maxing out at about 50 participants. This year, with an eye towards social media networking, the events could have hundreds or thousands of participants, Daniels said.

The campaign was announced in this month’s issue of Cooking Light, Food & Wine, Southern Living, Sunset, and Travel + Leisure