TripAdvisor's Dimmi rebrands to TheFork via OMD, Workshop

Lindsay Bennett
By Lindsay Bennett | 7 January 2019

TripAdvisor's online restaurant reservation platform Dimmi has rebranded to TheFork with OMD Australia and Workshop appointed to handle the launch campaign following a competitive pitch.

The move sees more global cohesion across the TripAdvisor parent company with TheFork brand existing overseas since 2014.

As part of the rebrand brand agency Brand Matters has designed a new logo, a new look website and new apps in a bid to further the company's growth.

To promote the new positioning, TheFork will reveal its first ever national TV campaign as well as a social and digital push.

thefork.pngTheFork's new website

“We have been working closely with OMD Australia and Workshop to create a major awareness campaign, as we rebrand from Dimmi to TheFork AU," TheFork head of marketing Geraldine Connell tells AdNews.

"The main aim of the campaign is to position our new brand in market and to appeal to Australian diners. The new campaign will leverage work done with brand agency Brand Matters who created a new look and feel, to enable the brand to stand out in a busy marketplace."

The new look will include updating the colour palette, which has been carefully considered to "bring warmth to the brand".

New photography will also roll out and new fonts have been selected to reflect the modern brand and bring a sense of discovery.

“Our new brand isn’t just a logo and name change; it will be at the heart of everything we do. Now part of TheFork, we’re more focused than ever on bringing diners and restaurants together for new dining discoveries,” The Fork managing director Jared Chapman says.

“The introduction of our new brand in Australia reflects the success of the business to date and our exciting vision for the future. We’re committed to helping restaurateurs build their businesses by attracting new customers, digitally managing their diaries and retaining existing clientele.”

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