City of Industry, Calif. - Newegg.com, the largest online-only CE and IT specialty e-tailer, is rolling out a national branding campaign aimed at reaching a broader customer base.

The effort uses network and cable TV spots and extensive online advertising under the theme "Take it from a Geek" to raise Newegg's brand awareness beyond its core tech-savvy shoppers.

The commercials take indirect potshots at Best Buy's BlueShirt sales associates and Walmart's minimally assisted CE departments, while touting Newegg's extensive knowledge base developed by its online tech community.

[In response, Best Buy has demanded that Newegg cease its "negative portrayal of our employees" and its use of an orange-colored Geek On logo that the chain claims violates its Geek Squad trademark rights.]

The campaign uses taglines like "Buy with Geek-like confidence" and "See why 32,000 geeks bought this camera from us" to underscore its position as a destination for early adopters, while also promoting its growing general merchandise offering which includes furniture, household items, clothing, office supplies and personal care products.

"After years of growth and success in establishing clear leadership and a loyal following in online retail, we are now expanding our acclaimed customer-centric model to an even broader audience, and reaching out to consumers with our message of premium-quality customer service, industry-leading prices, fast shipping and vast product selection," said Bernard Luthi, Newegg's marketing, web management and customer service VP.

The privately held company was founded in 2001 by chairman Fred Chang, and has more than 14 million registered users to date. It placed 12th on TWICE's Top 100 Retailers rankings, with $2.3 billion in CE sales last year.

Separately, Newegg was named "Best Overall Online Store to Buy Tech" in Computer Shopper magazine's annual Shoppers Choice Awards reader survey, and won six "Best Place" awards as best place to buy PC desktops, laptops, components and peripherals.