Digital Chef Changes Name, Launches Ad Campaign

Digital Chef, an online retailer of specialty food, kitchenware and other cooking related products, is changing its name to Tavolo, Italian for table, and launching a national advertising campaign.

The company also introduced a line of proprietary products bearing the Tavolo name and logo.

Based on extensive research and customer feedback, the company said, the name change is aimed at “better emulating the passion and sophistication so many people feel when they cook.”

“We feel the Tavolo name better serves our company’s goal of creating a trusted specialty retail brand and making that brand a daily part of our consumers’ lives,” said Kevin Appelbaum, founder and CEO of Tavolo.

To reinforce the name change and build awareness of the company’s new brand, Tavolo signed with Grant, Scott & Hurley to help launch a national consumer ad campaign positioning Tavolo as the leader in the e-commerce cooking lifestyle category.

The campaign begins later this month with national cable broadcast spots, and will continue to roll-out in the coming months with 30-second network television spots and print ads in popular food publications. Spending was not disclosed.

Tavolo will also begin extending its brand with the launch of a new line of proprietary products that will be sold exclusively on the Tavolo.com web site, including spices, dried beans, flours/grains, pasta sauces and salad dressings.