For Immediate Release
June 2, 2004 Contact: Tara McNally
212/645-6900 ext.115
tara@jerichopr.com
TCBY “RESHAPES THE NATION” WITH ITS NEW AD CAMPAIGN,
LITERALLY AND FIGURATIVELY

Campaign Introduces TCBY’s Low Carb Lovers Frozen Yogurt and
Challenges the Country to Lose One Million Pounds

Salt Lake City, UT – TCBY, The Country’s Best Yogurt, announced today its new ad campaign, “The Taste That’s Reshaping the Nation,” for the introduction of its Low Carb Lovers frozen yogurt. In conjunction with the launch of the new product, TCBY is also challenging the country to lose one million pounds and through the ads, customers will be urged to take part in the Million Pound Challenge. The total weight loss for the country will continuously be tallied on TCBY’s web site (www.tcby.com) until the one million pound goal is met. Once the million pounds are shed from our bodies, TCBY will reward the whole country with free Low Carb Lovers frozen yogurt for an entire day.

The 12-week campaign will kick off on June 3 with a full-page color ad in USA Today with additional ads appearing in the publication throughout the summer. The ads will also appear in the July and August issues of Low Carb Living and online at www.lowcarbliving.com and via Yahoo! The new campaign will also be supported by in-store displays and through a new, three-dimensional microsite, reachable via www.tcby.com, devoted entirely to the Million Pound Challenge. Visitors to the site will be able to register for the program and will be encouraged to log in their weight once a week. Each time a registered participant logs onto the web site they will receive an exclusive TCBY Million Pound Challenge weekly coupon. The microsite also features a counter on its homepage, which will continuously track the overall weight loss of the country.

“TCBY has continuously offered a line of frozen treats fitting a variety of lifestyle needs - from fat free to non dairy products – and the Million Pound Challenge is a perfect extension of that,” explained Paul Kershisnik, director of marketing for TCBY. “And with an estimated 1 in every 4 Americans watching their carbohydrate intake, we wanted to create a product that offered less carbohydrates, but provided the same delicious taste our customers love and our products are known for.”

Created by Little Rock, Arkansas-based Stone Ward, the campaign features some of the country’s most well known landmarks including the Space Needle, the White House, the Statue of Liberty and the Grand Canyon with each of them being “reshaped” with peaks of yogurt on top. For example, the Statue of Liberty’s flame is replaced with a swirl of TCBY’s Low Carb Lovers frozen yogurt and a swirl sits on top of the Space Needle and the White House. Additionally, the Million Pound Challenge counter featured in the ads will be updated throughout the campaign to reflect the amount of weight lost by the country.

Stone Ward Credits
Larry Stone, Executive Creative Director Jay Cranford, Creative Director
Tish Christensen, Senior Art Director/Team Leader Bill Jennings, Senior Art Director
Jeff Wasiluk, Copywriter

Based in Salt Lake City, UT today, TCBY has been a frozen treats product innovator from the day its first shop opened in Little Rock, Arkansas in 1981. The great-tasting, low-fat frozen yogurt concept received an enthusiastic response from an increasingly health-conscious public. With more than 1,200 stores across the country and product offerings that include drinks, sundaes and cakes, TCBY has continually been a healthy alternative for consumers looking for a treat, lunch or snack. To visit TCBY’s web site, please go to www.tcby.com. Media can read the latest TCBY news and download images at www.insidescoop.tcby.com.