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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