SECOND CUP COFFEE SHOP AT JOHN AND KING STREET

Second Cup hires Vanda Provato as VP of marketing

The former Indigo exec has been tasked with revitalizing the brand through multichannel marketing initiatives
2e1186a

Vanda Provato, Second Cup’s new VP, marketing

JohnClintonSecond Cup has appointed Vanda Provato as its vice-president of marketing to help give the brand new life as it embarks on a “journey of transformation.”

Provato, who was most recently vice-president of marketing at Indigo Books & Music, has been charged with rejuvenating the Second Cup brand through “targeted, multichannel marketing campaigns… including social, affinity programs, public relations and community action.”

She will also play a significant role in redesigning the Second Cup store.

The Canadian specialty coffee retailer is taking steps to restore the brand to “a place of prominence and greater profitability.” As part of its revitalization strategy, the company recently appointed Strategic Objectives its public relations agency of record. The Toronto-based independent agency handled PR for Second Cup from 1992 to 2002, during its heyday.

Judy Lewis, co-founder and executive VP of Strategic Objectives, recently told Marketing that the agency “will speak to Canadians about the quality of the coffee experience that Second Cup offers and the uniqueness of their products.”

Earlier this year, former Second Cup owner and CEO Michael Bregman returned as chairman and his Tailwind Capital bought a 5% stake in the chain. Former Second Cup CEO Alton McEwan also recently joined the board.

Second Cup operates more than 350 stores across Canada.

Brands Articles

Millennial-ized market means Kraft Dinner is now KD

Low-risk name change drives brand update across 27 products

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Shopify to spend more to grow ahead of holiday season

Despite Q2 loss, revenue nearly doubles from a year ago

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips