Creating a Powerful Online Presence and Engaged Following Through Social Media and Original Content Creation

BACKGROUND: Lucky Peach had published a quarterly print magazine and put out the occasional web video, but did not have an established website at the time. The revered food journal decided to launch its first website and establish an online presence across social media.

CHALLENGES: The food space is highly saturated, with publications like Bon Appetit and Saveur and digital properties like Food 52 and Tasting Table. In addition, Lucky Peach has a very distinctive look due to its wide range of artists and illustrators, and bringing that style to digital properties was challenging.

CAMPAIGN: Built awareness of Lucky Peach website launch and following across Facebook, Twitter, Tumblr and Instagram; established content strategy for a newsletter and each social media channel; partnered with other premium publishers and key influencers, and launched Lucky Peach’s first online video series, “People Cooking Things.”


  • Over 1 million visitors to in its first two weeks

  • 300% growth on Twitter and Instagram

  • 1000% growth on Facebook

  • Partnerships with Yahoo Food, goop, Reserve and Saveur magazine

  • Launch of new media initiatives, including first video series People Cooking Things

  • Coverage of the new website in the New York Times, POLITICO, Yahoo!, Eater and First We Feast, among other media