Media in Canada reports that Baxter's Soups has a campaign running in subsequent issues of Chatelaine, complete with perforated stitch-in recipe cards opposite the full-page ads. So far, no big deal. But the interesting phrase that jumped out of the report (bold-face emphasis added) is the following, quoting Ed Weiss, media director at The Brainstorm Group, the Toronto-based agency behind the deal:
"Each issue will have a different theme," says Weiss. "In December, it's holiday ideas and February will have a winter theme. We worked with Chatelaine's own food editors and photographers to create the ads. We wanted it to appear like an advertorial."