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This Culinary Institute of America Campaign is Filled with Appetizing Copy

By: Leslie Chen - Published: • References: ciachef.edu and adsoftheworld
Sometimes you just want to celebrate your love of food and be a bit pretentious while doing so, and this campaign for the Culinary Institute of America lets you know that it’s ok if you do.

Created by the Miami Ad School, the campaign features classic one-liners but then adds a culinary twist to them. Instead of saying “when life gives you lemons, make lemonade,” the ad reads “when life gives you lemons, make lemon zest ricotta creme.” Targeted towards those who consider themselves true foodies, the campaign invites people to study the art of cuisine with the copy “Food is Life. Come live it.”

If you’ve ever looked at food and seen it as a piece of art, this Culinary Institute of America campaign may just be what you’ve been searching for.