Bon Appétit Launches “Seal of Approval”
You know Good Housekeeping’s Seal of Approval? Well, Bon Appétit plans to launch their own version of that. In the December 2012 issue Bon Appétit’s editors and chefs will reveal 49 products granted the Bon App Tested & Approved Seal. These selected products (which are chosen exclusively by the editorial staff, and not influenced by advertisers) will be able to license the seal to use on their packaging. Don’t expect “obscure, regional, hipster ingredients,” says editor-in-chief Adam Rapoport. The products chosen cover the basics, from flour to peanut butter.
Pamela Drucker Mann, Bon App’s publisher, tells AdWeek that while Good Housekeeping’s seal is based on science and rigorous testing, Bon Appétit’s will be about taste. But not everyone is convinced: some argue that Bon App’s “high-end image” might scare off food marketers who worry the seal will make their products look too expensive to consumers. Seth Diamond of CatapultRPM, a CPG-focused marketing firm, says Bon App will “need to work hard to explain what the seal stands for and strenuously support it with marketing.”
Tell us: how would Bon Appétit’s Seal of Approval affect your opinion of a product? Would you be more likely to purchase it?
Read More: ‘Bon Appétit’ Gives Blessing to Fave Foods at AdWeek
(Image: Bon Appétit)