NKPR, which has offices in Toronto and New York, has been named PR agency of record for Yogen Früz and Yogurty’s.
“Given [NKPR's] media relationships and proven ability to connect with the Canadian consumer, we believe they are the right partner to strengthen our brand presence during this time of growth,” said Yogen Früz and Yogurty’s co-founder and CEO Aaron Serruya in a release.
NKPR first started working with both frozen yogurt brands at its celebrity portrait studio, the IT Lounge, during the 2012 Toronto International Film Festival. “They were a huge hit. Celebrities and media alike loved the brands’ playfulness and creativity,” said NKPR president Natasha Koifman.
As agency of record, NKPR has developed a PR plan to support the brands’ multimedia marketing program in partnership with Disney and Marvel’s film Captain America: The Winter Soldier. The integrated campaign, which launched in March and was developed in-house, included app launches, social media contests and experiential events.
For the brands’ overall communications plan, NKPR will focus on media relations, targeted influencer seeding and events. “Part of it is helping people understand the difference between frozen yogurt brands. There are healthy options and not-so-healthy options, and [Yogen Früz and Yogurty’s] are truly a healthy option,” said Koifman. “We want to tell that story and we want to make it fun, so we have a whole supporting strategy around that.”