Tutti Frutti Frozen Yogurt is a consumer retail brand well known around the world. In 2013, it was planning the grand opening of its first Winnipeg store, and engaged McKim to help conceive and coordinate a compelling launch concept that made a connection to the community and earned media attention. Tutti Frutti sought McKim to mine its local connections and leverage its news media and social media relationships to gain coverage for the launch event.

We proposed an event that engaged local personalities and social media influencers and had a charity angle. A concept called the Tutti Frutti Frozen Yogurt Celebrity Charity Challenge would create an immediate connection to community and be visually-interesting to increase shareability. The launch concept invited select Winnipeg news media and food bloggers to build a thematically-relevant yogurt treat for a charity of their choice.

The launch event was held simultaneously with the grand opening, and earned Tutti Frutti Winnipeg compelling and substantial earned media stories; engaged local media, charities and bloggers in an immersive, visual and creative way; helped build the retailer’s social media audiences in this market; and demonstrated the brand’s commitment to community through charitable giving, firmly establishing its presence in Winnipeg.

Earned media from Tutti Frutti launch