Trevelino/Keller Communications Group Expands Franchise Practice With Fro-Yo Category Leader and Innovator, TCBY

ATLANTA // PRNewswire // -- Trevelino/Keller Communications Group, an integrated public relations, social media and brand communications firm, today announces the addition of TCBY to its franchising practice. Based in Salt Lake City, TCBY, The Country's Best Yogurt has been a frozen yogurt innovator from the day its first shop opened in Little Rock, Arkansas in 1981. Following a long-standing relationship with a New York firm, TCBY did an exhaustive national search before selecting Trevelino/Keller as its agency of record.

The search and selection comes on the eve of the fro-yo leader's 30th anniversary, and as it begins to roll out major strategic initiatives, including a new brand identity, store design and self-serve model. With the arrival of new CEO, Tim Casey, announced earlier in June, TCBY's major priority is reclaiming category leadership by bringing what it calls "Healthy Truths" to the marketplace and educating the consumer on the goodness of TCBY frozen yogurt.

"We're excited to work with Trevelino/Keller Communications Group," says Tim Casey, CEO of TCBY. "Trevelino/Keller's preparation during the agency search process and vast expertise in the food and beverage, and franchise industries, was exactly what we needed for our brand. In addition, we needed a firm that not only was sound in public relations and social media, but showed a real hunger to work with us. We are confident that Trevelino/Keller will usher us into this new and exciting era for TCBY."

Trevelino/Keller will focus on industry relations, national trade media, executive visibility, grand opening support, franchise sales, conference and tradeshow strategies and social marketing support for TCBY and its franchised locations.

"In every way TCBY is the category's Goliath – size, infrastructure, experience, but it's an industry with a slew of David's and so by choosing a firm that more often is selected by the emerging company eager to disrupt the category, we believe we can get down to the level of grassroots tactics, guerilla strategies and outmaneuver the field by going head to head," states Dean Trevelino, principal with Trevelino/Keller. "Without a doubt, this win reinforces our national reputation within franchising."

About Trevelino/Keller

Headquartered in Atlanta with offices in Charleston, SC, Trevelino/Keller Communications Group is a public relations firm specializing in public relations, social media and brand communications. Its areas of practice include Technology, B2Business, Lifestyle and GreenWorks. In 2005, Trevelino/Keller founded the Atlas Alliance, made up of likeminded boutiques that bring cultural (Hispanic and Latino), geographic (Europe, Middle East and Asia Pacific) and specialty expertise (entertainment, public affairs). In 2006, Trevelino/Keller founded The Start-Up Council to support early stage companies on a quarterly gratis basis. In 2009, Trevelino/Keller launched the first of a series of industry ning communities to elevate its thought leadership position.

About TCBY

Based in Salt Lake City, Utah, TCBY (The Country's Best Yogurt) has been a frozen yogurt innovator from the day its first shop opened in Little Rock, Arkansas in 1981.

Today, with more than 800 locations both in the United States and internationally, TCBY's "Best Tasting, Best For You™" yogurt still is the healthier alternative for consumers looking for a delicious treat or snack.

SOURCE Trevelino/Keller Communications Group


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