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
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
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.