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.