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NEW YORK On the heels of Starbuck’s price hike, SFGT is urging upscale coffee lovers to “Fire the barista” in a push for De’Longhi USA’s Magnifica espresso machine.
Not that the high-ticket item will save you much money. The “super-automatic” machine, which grinds and brews whole bean coffee with the touch of one button, starts at $899. Appropriately, the two-execution print campaign targets the marble counter-topped kitchens of households with annual incomes exceeding $250,000.
The Philadelphia agency’s ads will run in the November and December issues of Departures, Wine Spectator and the Robb Report, as well as on gourmet food Web sites.
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