Food.com Orders Branding | Adweek Food.com Orders Branding | Adweek
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Food.com Orders Branding

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Blazing Paradigm to Serve Up a National Campaign
SAN FRANCISCO--Blazing Paradigm will relaunch Food.com's Web site (formerly Cybermeals) with a national branding campaign this spring that will include broadcast, print and interactive executions.
The San Francisco agency was awarded the $3-5 million account last week without a review. Agency principal Sam Pond said Food.com executives became interested in Blazing Paradigm after seeing the agency's branding efforts for outdoor apparel and equipment company The North Face, San Leandro, Calif.
"They said they wanted to get going now [on an ad campaign], and we said, 'Fine, we're ready to go right now,'" said Pond.
Blazing Paradigm's campaign for the online takeout food ordering company, which has more than 11,000 restaurants on contract nationwide, will break in select markets in mid-May, according to Pond.
The San Francisco-based company changed its name only last week.
"People weren't associating food, which is organic and real, with 'cyber,' which means virtual or not real," said Pond. The agency has already held focus groups in Atlanta, Chicago and San Francisco to find ways to communicate through advertising the joys of ordering food online, he added.
The 2-year-old company has lined up about $25 million in new venture capital funding; one of the backers is Tribune Ventures, the investment arm of the Chicago Tribune. Food.com chairman and chief executive officer Rich Frank, who joined the company last fall, was previously president of Walt Disney Studios.
"Blazing Paradigm has absolutely nailed our brand," Frank said. "They've shown us so many fresh ideas--from advertising to brand content. They live up to their name."