TCBY hires new communications firm to expand franchise growth

Posted on August 10, 2010 by Franchise Gator Admin

Having an exceptional public relations firm is critical to a franchise’s success, and TCBY’s new partnership with Trevelino/Keller Communications Group brings the newest in social media and advertising strategies to the reputable frozen yogurt chain.

The Country’s Best Yogurt hired a new CEO, Tim Casey, in June, and now looks to capitalize on the infusion of fresh ideas by bringing on Trevelino/Keller. The focus will be on what Casey refers to as “healthy truths” - the health benefits of frozen yogurt.

The communications firm’s principal, Dean Trevelino, said the company brings a franchise-growth expertise to TCBY.

“We believe we can get down to the level of grassroots tactics, guerilla strategies and outmaneuver the field by going head-to-head," Trevelino said. “Without a doubt, this win reinforces our national reputation within franchising."

The so-called “guerilla strategies” may have already begun prior to Trevelino/Keller’s arrival. Last week, TCBY celebrated Google naming its newest Android phone application “Fro-yo” by releasing a satellite image with a thank-you note expertly photoshopped into the green fields that border the Google offices.

“TCBY Frozen Yogurt ... We Think the New Android 2.2 Fro-Yo Upgrade is Sweet!,” read the field next to the Googleplex.