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New York Times launches first NYT Cooking campaign

The New York Times launches the "What to Cook" campaign for its food vertical

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.

Allison Asher, NYT Cooking marketing lead, told The Drum that the campaign aims to answer one simple question that almost all cooks have, regardless of skill, demographic or occasion: what to cook?

Asher added that the 'What to Cook' campaign takes a lighter, more fun approach to how the Times tell its story.

"The New York Times marketing highlights the quality of our expert reporting and the value of Times journalism in our readers’ lives; NYT Cooking's campaign is no different in that regard. The Cooking campaign brings that message to life via our delicious, tested, and interesting recipes instead of some of the other areas of Times journalism," said Asher.

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.”

The TV spots will run across channels like CNN, HGTV, Comedy Central and Bravo.

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

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