Epicurious.com Plans $10 Million Campaign

Food-oriented Web site operation Epicurious.com will launch a new $10
million advertising campaign on Oct. 29, including for the first time,
television commercials.

Epicurious is produced by CondeNet Inc., a subsidiary of Advance
Internet Inc., which is an affiliate of Advance Publications Inc.

CondeNet asked its agency of record, Margeotes/Fertitta + Partners
, to communicate Epicurious.com’s “celebration of food” philosophy in
television, radio, print, Internet, in-store and outdoor executions.

The
campaign is intended to capture the whimsical feel of the Web site while
increasing brand awareness and online activity.

“Epicurious is the largest food site on the Web and our media strategy is to
surround both current and and potential users with our message,” said marketing
director Hilary Peck.

“The goal of the advertising is to translate the brand
personality and communicate our many features — including a recipe database
of over 10,000 recipes — across the mix using innovative tools and
eye-catching creative.”

The spot will air nationally in both :15 and :30 versions on A&E, Discovery
Channel, E! Entertainment Television, Home & Garden TV and Lifetime,
beginning Oct. 29, for six weeks.

Two four-page print executions support the television. Designed as a “poetic
ode to food,” the ads feature a food, drink, or baking utensil silhouetted
against a stark white background.

Insertions will run in November and
December issues of Conde Nast magazine titles, including Bon Appetit, Conde
Nast Traveler, Gourmet and Vanity Fair.

Extending and reinforcing the theme of the television and print executions,
Margeotes/Fertitta produced three 60-second radio spots which will debut the
week of Nov. 15 and air for six weeks in New York, Philadelphia, Chicago, Los
Angeles and San Francisco.

Shelf talkers, counter dividers and shopping cart advertising will appear in
supermarkets nationally in November and December; mobile billboards will
drive around New York, Chicago and San Francisco; and Internet banners will
appear on major search engines and content sites.

Margeotes/Fertitta + Partners clients also include About.com, Benckiser
Consumer Products, DealTime.com, Godiva Chocolatier, The McGraw Hill
Companies, National Football League, Powerize.com, Putnam Investments,
ThinkLink.com and United Distillers & Vintners.