The Rude Food campaign was developed for Exclusive Books to promote the 75th anniversary of The Joy of Cooking, a classic cookbook. The campaign has four elements: print, in-store posters, direct mail and radio.

The campaign is aimed at food lovers: people whose minds turn to food and cooking at any given opportunity. The print and poster campaign is of suggestive-looking raw foods whose only effect on food lovers is to make them think what delicious dishes they could make, making The Joy of Cooking perfect for them. The radio ad and direct mailer work in the same way.

The first element of the Rude Food campaign to be launched was the direct mail piece. The piece, together with a copy of the book, was sent to food editors and other food journalists in advance of the publication of the print, radio and poster campaign. Food editors and journalists would then have the opportunity to review the book on the occasion of its 75th anniversary. The review would then be published at the same time as the appearance of the rest of the campaign.The print campaign, radio ad and in-store poster campaign were then launched simultaneously.