In the midst of a magazine depression, star chef David Chang of the Momofuku restaurants in New York City slams a 174-page food magazine with zero advertising on newsstands across the country.
And it’s deliciously good.
Lucky Peach, the name of the magazine and the English translation of Momofuku, is a delicacy compared to other food magazines. The writing is passionate and conversational. It’s informative and educational. The magazine has been doodled all over and most importantly, it doesn’t present food as some sort of home decor the way Martha Stewart does.
Initially, the idea was to create a video series that would be available through an iPad app. But further discussions led it to be both—a quarterly print magazine and iPad app that focuses on a different food topic each issue.
The first, is all about ramen with an iPad version that features over 2 hours of video, 20-something recipes and a stop-motion animation. But it’s the combination of both mediums that gives us a 360-degree look into the dynamic and food-centric world of Chang.
Now stir San Francisco publisher McSweeney’s with former NY Times columnist Peter Meehan. Then add Zero Point Zero Production for an A-list team. Mix editorial content with travelogue, 3-way conversations, comics and recipes. Season the experience with commentary from celebrity chefs Anthony Bourdain, Juan Mari Arzak and Wylie Dufresne, and you get something peachy keen.
First image by Barbara via Tigers and Strawberries.
Watch the fourth segment of the Future of PR Series, ‘Holistic Transmedia Storytelling,’ to learn how Golin Harris is using multi-channel campaigns to create the most effective output for their clients.