The New York Times launches first NYT Cooking campaign

The New York Times has rolled out its first brand marketing campaign for the food vertical, NYT Cooking. The campaign started on January 22 and would run four weeks. It features 15-second and 30-second TV spots and will run across digital, online video, social media and display ads. The campaign aims to answer one simple question that almost all cooks have, regardless of skill, demographic or occasion: what to cook? The campaign takes a lighter, more fun approach to how the newspaper tells its story.

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. The NYT Cooking teams have spent years designing and building the world of the newspaper’s food vertical NYT Cooking.