The cooking magazine market is particularly competitive and dynamic. The ultimate survivors are the ones with recognizable vision, clear philosophy and exciting content. The Menu magazine turned food into special cause. It has been trying to introduce new attitude towards food culture but in order to achieve that it needed brave communication to fully represent its values. We made an advertising campaign focused on creating a completely new brand identity and market repositioning of the magazine. We achieved that using provocative and powerful messages which forced people to think about the importance of their food choice. For the magazine remained only the task to constantly surprise and impress its readers.