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Bon Appetit Unwisely Joins Forces With SATC

This image was lost some time after publication.
This image was lost some time after publication.

Bon Appetit's "irreverent new ad campaign" is one thing. Getting Carrie'd away, quite another.


The new campaign is called "Bite Me" and is presumably designed to show that under its new editor the venerable food mag will be cheeky and fresh and, possibly, involve shirtless men. Or, in the words of one Executive Vice President, "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." Ok, sure.

Here's what gave pause. Reports the Food Section,

Going for that crucial "Sex and the City" demographic, the campaign also includes 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."


Leaving aside the fact that "a sitting with a tattoo artist" is now part of a beauty makeover, what does any of this have to do A six-year-old show and a couple of films notable for a complete absence of cooking — not to mention the women who apparently still worship it — seems an odd fit indeed. The only possible timely tie-in that presents itself is the large number of Razzie noms the sequel just netted — which, when you think about it, does combine SATC and food.

Bon Appétit Says "Bite Me" [The Food Section]

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I don't read Bon Appetit but I can guarantee you that this stretched-beyond-clever-or-relevant campaign is mostly just a turn-off.

As to the problem their grappling with, they should accept that they're a 20th century medium competing against online resources such as, and yes, even their own web site. Then, either make the experience of their magazine better for foodies or scale back to an online only presence. But a campaign involving tattoos and Patricia Field ain't bringing in money.