Last year, Bon Appétit magazine got a new home and a new editor in chief. Now it's got an irreverent new advertising campaign titled Bite Me. Set to launch next Monday, the promotion includes four city-specific websites in New York, San Francisco, Chicago, and Los Angeles. "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," said William Wackermann, the executive vice president, in a press release. "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." With Bite Me's images of a tattooed arm and lipstick-stained mirror, I'm curious to see where this new direction goes.
How about you? What do you think of the campaign?