TCBY, Mrs. Fields parent brings on Blaze PR as AOR

Famous Brands has selected Blaze PR as AOR for TCBY and Mrs. Fields Cookies as the company plans to expand the retail footprint of both.

BROOMFIELD, CO: Famous Brands has selected Blaze PR as AOR for TCBY and Mrs. Fields Cookies as the company plans to expand the retail footprint of both across the country.

With a team of seven staffers on the account, the agency is handling media relations for the brands and supporting grand-opening events, as well as social media strategy, said Matt Kovacs, president of Blaze.

One of the first campaigns Blaze is working with Famous Brands on is TCBY's partnership with soy milk company Silk to create a vegan, dairy-free frozen yogurt option for consumers, said Kovacs.

He added that Blaze will hold sampling events for the frozen yogurt at a number of TCBY's 500-plus locations around the country. The firm will also work to create buzz through local and regional media outlets where TCBY stores are located.

The brand is planning to open more than 50 locations in the US, said Kovacs, so the agency will support launch events for new stores.

Blaze was brought on in December 2013 after past business relationships with members of the Famous Brands team, said Kovacs. He added that the company had not recently worked with another PR agency.

TCBY previously worked with Trevelino/Keller Communications Group, which the frozen yogurt company brought on as AOR following an RFP in 2010.

Dean Trevelino, principal of the agency, said in a statement that the firm began working with TCBY but also collaborated with Mrs. Fields. The relationship ended in 2012.

He said the agency played a “thoughtful role in the turnaround of an iconic brand” and launched its Super Fro-Yo product as a part of the TCBY health platform.

“We're also glad to see them more recently implement our recommendations for dairy-free yogurt offerings,” said Trevelino. “I'm sure they have secured a smart agency that understands not only consumer PR, but legitimately has their arms around the health positioning.” 

Mrs. Fields is also looking to open stores, said Kovacs, but the number of new locations is yet to be determined.  

Representatives from Famous Brands were not immediately available for comment.

With holidays such as Valentine's Day and Mother's Day approaching, Blaze will promote Mrs. Field's products in fun ways, he added.

“Our goal is to bring the iconicness of these brands and the fun to life and catapult them into the spotlight,” explained Kovacs.

The contract is for one year. Budget information was not disclosed. 

Kovacs was promoted to president from his former role of EVP and GM at the end of last year. He is reporting to John Davies, CEO of the firm.

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