"Bite me"

A new advertising and promotional campaign for Bon Appetit magazine (as well as its Web site, bonappetit.com) is scheduled to launch on Monday, Jan. 31, 2011.

The theme for Bon Appetit’s campaign will be ''Bite me.” Bon Appetit hopes this feisty theme will grab the attention of its consumers and increase the number of advertising pages within the magazine.

This atypical slogan is anchored by images from Sam Griffin, the design director for advertising at Bon Appetit. In one image, the phrase ‘''Bite me'' is scribbled in lipstick on a bathroom mirror. In another, it has been tattooed on a man's flexed arm.

William J. Wackermann, the executive vice president and publishing director of Conde Nast in New York, has become increasingly known for the unconventional campaigns appearing in the magazines he oversees. For example, while Mr. Wackermann supervised Brides magazine, it ran the campaign ''stoned and dangerous”.

The "Bite me" campaign is intriguing, and seems likely to create buzz. I think it will be successful in grabbing the interest of consumers, especially the younger market. I am interested to see the outcome of this campaign.

The New York Times