“Yahoo is Toast” is the theme of an advertising campaign by MyWay.com.
The campaign is geared to build awareness for MyWay.com, a new ad-free portal and search engine.
The campaign, which began Tuesday and runs through Nov. 27, will consist of online media, 30-second radio spots, print media and college marketing initiatives.
“Yahoo is Toast taps into the visceral feelings of today’s portal and search engine users,” said Bill Daugherty, co-CEO of MyWay, in a statement. “As Yahoo has utilized increasingly aggressive advertising and direct marketing tactics, users are becoming further frustrated. MyWay offers an alternative.”
MyWay is also setting up a Yahoo is Toast section of its Web site. Users will be able to access the advertisements, see head-to-head comparisons of the two sites and view recipes for how to prepare the perfect slice of “Yahoo is (French) Toast,” according to a MyWay statement.