Condé Nast’s Bon Appetit and @OpenTable have teamed up with Banana Republic to promote the retailer’s new apparel line “Desk to Dinner.”
According to the NYT, the campaign, scheduled to begin next week, “will seek to drum up interest in Desk to Dinner through print ads, direct mail, e-mail, digital content and social media like Facebook, Twitter and an Open Table blog, Dining Check. There will also be a presence in the windows of all 450 Banana Republic stores in North America as well as events in stores in major markets like Chicago, Houston and Miami, featuring chefs from local restaurants.”
In the same way that its sister companies Old Navy and Gap have integrated music deep into the brand marketing, BR has leaned into publishing, food, wine, and entertainment (remember the Mad Men collection?) to help drive affinity and consideration among its target psychographics.
What really elevates this campaign is the focus on local markets, which is where retailers really stand to win hearts and minds, in spite of their global reach and e-commerce efforts.