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.