Love Letter to Bon Appétit

Dear Bon Appétit,

Back in the early ‘90s, my dad had a subscription to Bon Appétit, and up until a few short years ago, I associated your glossy pages with old school recipes that I assumed weren’t for me (uh, no offense, Dad). But then, your handwritten type and half-eaten-yet-styled-just-so cover caught my eye one day. I read it cover to cover and was hooked, immediately signing up for a subscription.

Apart from my personal interest in the subject matter, the approachable, incredibly helpful, non-fussy content draws me in every time. My well-loved print issues sit dog-eared in my kitchen, and I refer to your pages and website when cooking more than I refer to Google (I know). And it’s not just the magazines. I double-tap your Instagrams, “like” you on Facebook, and pin new recipes so I can try them later.

Yes, it’s true love. And it’s exclusive – Bon Appétit is the only print subscription I have. So how did Bon Appétit escape the stereotype that it’s our parents’ magazine and reinvent itself in an age when print is believed to be dead? Here are some of the reasons I keep going back:

• #FoodPorn – Part of why Bon Appétit has captured a new generation is the refreshing fact that they do not take themselves seriously. This Valentine’s Day Instagram campaign was a perfect example. Also, genius hash tag hijack.
• Food Lover’s Cleanse – Every year, we can expect Bon Appétit to get us back on track after over-indulgent holidays in a delicious and inventive way. And for this, I am eternally grateful.
• 21 Foods We Hate for No Particular Reason – Food editors, they’re just like us!
• How to Boil an Egg – Breaking down what the hell goes on inside that shell, one minute at a time.
• Back of the Napkin – The last page of each issue features a handwritten note on the back of a napkin from a celebrity, usually detailing the celebrity’s own recipe, pairing suggestions or cocktail ingredient list. The voyeur in all of us revels in little known facts about our favorite celebs, like the sole reason Ricky Gervais works out is to eat copious amounts of cheese. Or is that just me?

After all, isn’t it all about telling your brand story with useful and engaging content while taking the occasional risk? We think so.

Bon Appétit, you’re doing it right. Don’t ever change.

xo,

Molly