The New York Times: advert-body-2 by Gretel

The New York Times has debuted its first brand marketing campaign for its food vertical, NYT Cooking.

The campaign will start today (22 January) and run for four weeks. It features 15-second and 30-second TV spots and will run across digital, online video, social media and display ads.

The "What to Cook" campaign aims to highlight NYT Cooking's catalog of 19,000-plus recipes and food journalism while offering advice and inspiration for meals of all occasions.

“Our teams have spent years designing and building the world of NYT Cooking,” said Amanda Rottier, vice-president of NYT Cooking. “We hope that this campaign introduces even more people to NYT Cooking and expect that many of them decide it’s worth it to subscribe.”

As of the third quarter of 2018, NYT cooking had over 120,000 subscribers. In November and December of 2018, NYT Cooking saw over 25m unique users.