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Online Food Retailer Targets Affluent With New Name, Campaign
SAN FRANCISCO–Grant, Scott & Hurley last week launched the first phase of a $5-10 million national TV and print campaign to promote the name change of Digital Chef to Tavolo.com.
The work uses the tag, “Specialty food. Kitchenware. Inspiration,” to describe Tavolo, St. Helena, Calif., an online retailer of gourmet food and upscale cooking-related products.
Although the company’s Web site received more than a million visitors while known as Digital Chef, founder and chief executive officer Kevin Applebaum said the name lacked the finesse and, ultimately, the strength to survive and grow into the future.
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