TITLE

Food.com campaign offers irreverent fun

AUTHOR(S)
Riedman, Patricia
PUB. DATE
May 1999
SOURCE
Advertising Age;5/17/1999, Vol. 70 Issue 21, p46
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the launch of an advertising campaign created by Blazing Paradigm for Food.com in the U.S. in May 1999. The agency did not have to go far for inspiration on Food.com's first major consumer advertisement. Agency partner Sam Pond explained that the spots aim to entertain people while telling them there is more to ordering out online than just pizza and Chinese food. The advertisements feature kitschy scenes of people serving up less than appetizing dishes. In a commercial, a desperate man tries to pry a package of chips from a vending machine. The bulk of Food.com's online efforts are in a six-year, $20 million deal to be the exclusive takeout service on America Online. It also has a marketing relationship with Microsoft's Sidewalk and others. The company is also talking to game sites and affiliates in online categories including home video rental and sales, desserts and wines.
ACCESSION #
1872173

 

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