Bon Appétit's New Campaign Attempts to Evolve the Brand

In a new ad campaign for Bon Appétit that launched today, there are models doing Model Things like partying and being fabulous, but no food. Adweek reports that the spreads are part of a plan by the magazine to evolve into more of a lifestyle publication. Pamela Drucker Mann, Publisher of Bon Appétit, explained, “What we want the consumer and trade to see is, it’s not just about the food. It’s food through the lens of family, travel; it really is about the lifestyle.”