TCBY Takes Fat-Free Route in Return to TV

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...