Food.com Launches Off-line Campaign in 10 Cities

San Francisco-based online restaurant takeout and delivery service Food.com (formerly cybermeals) rolled out its first off-line advertising campaign featuring newspaper, radio, television and outdoor ads in 10 cities across the country.

The campaign, which was created by Blazing Paradigm of San Francisco, will launch this week in Chicago, San Francisco and Washington D.C., and continue to roll out over the next several months in Los Angeles, New York, Dallas, Seattle, Atlanta, Houston and Philadelphia. Spending was not disclosed.

The campaign is designed to raise the level of awareness of Food.com with consumers. The campaign comes on the heels of Food.com’s recent name change from cybermeals and its $25 million in funding from venture capital and media investors last month.

“This campaign marks a significant step for our company,” said Rich Frank, Food.com’s chairman and CEO. “We feel that the service is at a point now where we can offer consumers a compelling choice of restaurants and menus. . .and we want to aggressively drive consumers to the site and give them a fun and engaging way to order takeout and delivery food at their own pace and on their own terms.”

“In developing the campaign, it was important not to just get noticed but also position Food.com as the meal solution to a chaotic life,” said Sam Pond, agency principal and creative director at Blazing Paradigm. “And because dining is a huge chunk of people’s entertainment dollar, the campaign itself needs to be equally entertaining.”

Food.com was founded in December of 1996 and now has over 12,000 restaurants on the service nationwide and more than 500,000 customers.

Blazing Paradigm is an advertising agency founded in March of 1996. Clients include The North Face, Transamerica, CollegeEdge, Spaten Beer and America True.

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