There ain’t no party like a foodie’s party, right? 

Foodism, which was launched in Canada in 2015 and is based on a UK format, has been going all out in celebration of its 40th issue, launching a new enterprise editorial feature (the “Foodism 40“) and hosting a splashy shindig on November 1 in Toronto.

The event was not just a recognition of the publication’s not-unremarkable achievement of going 40 ad-supported issues amidst a generation-defining media crisis, but throwing its stake in the experiential realm and literally bringing its brand to life. 

The Foodism 40 event hosted over 250 people and featured activations and sponsorship from a list of brands including Corby, St. Kitts Tourism Authority, Florida’s Paradise Coast – Naples, Marco Island & Everglades, Ceder’s, Great Lakes Brewery, Inniskillin, EATABLE, Willibald and Truffle Kings sponsored the event. Each advertiser’s event presence was complemented with placement in the magazine, online and on Foodism’s socials. 

The company has seen “huge demand” from readers to interact with the brand in a physical space, says Foodism publisher Krista Faist.

Events are a natural evolution of the media brand, adds Lynn Chambers, managing director of Foodism’s parentco Twenty Two Media. “For our partners, tasting is an important aspect of getting people to try their product, and an event is a perfect occasion to create that opportunity,” she explains. On-site activations included a Corby signature cocktail, The Glenlivet Royale (pictured below), contesting from St Kitts Tourism Authority and tasting experiences from Truffle Kings. 

Foodism has established itself as an authority on Toronto’s food and drink scene and a strong relationship with readers in print and via social media and is now flexing that trust to expand its brand and increase its value to advertisers, says Chambers.

In fact, Foodism is now going beyond selling advertising space alone and now offers a full-service creative agency for clients, which recently worked on a campaign and bespoke assets for Molson Coors.

“That’s why events are important because we can take what they do on paper [and expand it],” says Chambers. “A lot of marketers have moved away from having typical brand advertising, and we offer them a different service.”

The magazine provides customized content to 70% of the advertisers and partners with whom it works, according to Faist, who notes that the creative team’s expertise in food and alcohol photography is a unique offering. 

Foodism distributes 50,000 issues to a readership of 200,000 four times per year, in addition to 100,000 unique monthly visitors to its website and more than 20,000 subscribers to its weekly email newsletter.