News

Daphne's names surfer Kelly Slater as brand ambassador

August 25, 2011

Phase two of Daphne's California Greek restaurants' re-imaging strategy includes the naming of pro surfer and musician Kelly Slater as brand ambassador.

Additionally, the chain will highlight new indie music from artists including Adele, Air, Brendon James, Brett Dennen, Dangermouse, Deathcab for Cutie, Black Keys and Basement Jaxx. These artists' music will play throughout the 57 units located in the west and are also available as free downloads on the Daphne's website.

The music program, created by new CEO Bill Trefethen, was implemented by Hollywood, Calif.-based DeepMix, a company that brings cutting-edge music to mainstream advertising and corporate settings. The music program will be highlighted by live performances of the Artist of the Month at selected Daphne's stores starting this month.

"Our cool new mixes are available on the website through streaming player technology developed expressly for Daphne's. The music program is an integral part of the California lifestyle setting we've created. Our website says it best — 'we've ditched the folk music and smashed our lyre on the amp stack. So you won't hear any panpipes at Daphne's.' I'm really excited about this," Trefethen said.

The first live concert lineup at Daphne's will feature:

• August - Mike Stocksdale
• September - Donavon Frankenreiter
• October - Kelley James

"After years in the industry as an artist manager/music producer and music supervisor and my former life as a DJ, we decided to create a conduit between great music and the advertising and brand world," said Dave Curtin, DeepMix managing director. "For Daphne's, we put together a mix of artists that convey the hip new California lifestyle feeling and will continue to add interesting new artists and book great names to appear at intimate concerts."

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