TCBY Takes Fat-Free Route in Return to TV

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In its first TV campaign in nearly seven years, TCBY takes on the issue of obesity in America by advising people to “Eat more dessert.”

Two 30-second spots from LevyTenny here break May 8. In one, a svelte, bikini-clad woman emerges from a pool as text over her flat abdominal region reads, “51 percent of Americans are overweight.” The copy then offers, “We have a solution. Eat more dessert.” The second commercial features a lean woman putting on a shirt and asserts, “62 percent of women are overweight.”

Both spots then show a family enjoying the frozen yogurt as a voiceover extols the virtues of TCBY’s 96 percent fat-free products and concludes, “Your stomach will thank you.”

“We are taking a counterintuitive approach,” said TCBY marketing director Paul Kershisnik.

LevyTenny, a three-month-old startup, landed the account in March after the Salt Lake City-based marketer dismissed 12-year incumbent Stone Ward of Little Rock, Ark.

Sources estimated...



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