"Food & Wine" magazine changes its name to "Food & Milk" this week in a cover wrap stunt by the California Milk Processors Board.
The ad is part of the ongoing "Food Loves Milk" campaign, by Goodby Silverstein & Partners, which highlights milk's versatility and ability to complement a range of flavors, from savory to spicy to sweet.
To bring this idea to life, GS&P created a cover wrap identical to the classic Food & Wine cover, but with milk as the star. Shot glass-size servings of milk are placed in a holiday-party setting and paired with bite-size snacks.There are also additional executions on the inside front cover and inside back cover of those copies of the magazine exclusively designated for California Food & Wine subscribers.
"When I was shown this idea, I thought it was brilliant but doomed," says Jeff Goodby, GS&P's co- founder and co-chairman. "Would Food & Wine ever let us do this? They would! They did!"