Let’s Eat, Philly Magazine
Celebrating the chefs, farmers, brewers, bakers, butchers, and others who make Philadelphia a world-class food community.
The challenges of the COVID-19 pandemic presented a new opportunity to redesign The Philadelphia Inquirer’s premier food magazine. Starting from the ground-up, the Inquirer rebuilt the existing Craig LaBan Dining Guide into a multi-touch, multi-channel campaign focused around the 2020 Let’s Eat, Philly! magazine.
The multi-channel approach centered around the Let’s Eat, Philly! magazine and expanded into digital advertising, promotional campaigns, influencer endorsement, and a virtual Let’s Eat Festival held Wednesday, November 18 thru Friday, November 20 - hosted by The Philadelphia Inquirer’s food editors as well as special guests.
Shannon Callery and Jené Adams provided additional design assistance. Garland Potts designed the Let’s Eat, Philly! website.
SERVICES:
Editorial Design, Logo and Typeface Design, & Digital Marketing
CLIENT:
The Philadelphia Inquirer
The Magazine
A 44 page celebration of how the chefs, farmers, brewers, bakers, butchers, and others who make Philadelphia a world-class food community, are coping with the COVID-19 pandemic. Let’s Eat, Philly! shows how Philadelphia is eating now. From takeout containers to DIY pasta kits. Pop-ups opened by displaced chefs to cooking from home using restaurant-quality produce and protein. Let’s Eat, Philly! shines the light on the people whose cooking, creativity, and innovation have sparked new businesses, and others whose resilience and resourcefulness have kept restaurants alive.
Pulling inspiration from the food, herbs, and spices that fueled the magazine, The Let’s Eat, Philly! masthead is composed of custom letterforms set in organic, earthy tones.
Digital Marketing
The Philadelphia Inquirer used Let’s Eat, Philly’s! once-a-year buzz to drive new subscribers, provide existing subscribers with exclusive access, and drive new readers to the brand who are interested in food-related content.
The Philadelphia Inquirer saw a 75% increase in digital subscriptions over 2019. The Philadelphia Inquirer also saw an increase in pageviews and users, resulting in an 18% increase in metered stops over 2019.
