Fifth Harmony and Yeh!
By: Stuart Nulman
“Yeh! Yogurt brings the stars to Montreal!” proudly proclaimed twin brothers Marvin and Jonathan Gurman, the Cote St. Luc natives who have quickly grown their chain of frozen yogurt cafes in such a short period of time across Montreal.
And they were certainly right about the above claim, as they jacked up the excitement level at their Yeh! Cavendish Mall location last Sunday afternoon, as the normally tranquil setting was shattered by the screams and shouts of hundreds of teenage fans, as they eagerly gathered at that Yeh! branch to catch a personal appearance made by the girl group Fifth Harmony.
The group, comprised of Dinah Jane Hansen, Lauren Jauregui, Ally Brooke, Normani Kordei, and Camila Cabello, were brought together by music producer/impresario extraordinaire Simon Cowell and made their debut on his reality competition show “The X Factor”. After their appearance on that show, their fan base has grown steadily, with their YiuTube videos attraction over a million views each. The quintet appeared at the Yeh! branch at Cavendish prior to their concert that evening at the Corona Theatre, and their enthusiasm, cheerfulness and warmth towards their excited fans never wavered throughout their 90-minute appearance.
They arrived there in a convoy of five pink-colored Yeh! brand cars. After sampling some of Yeh!’s frozen yogurt treats (including a cotton candy flavour that was created especially for the group), the girls did a brief signing session, in which they autographed copies of their latest CD for a lucky group of 150 fans. Also, prior to Fifth Harmony’s arrival, fans eagerly purchased Yeh! yogurt products, and filled in their receipts for a draw to have the chance to be photographed with the group that day. There were also constant Yeh! Yogurt t-shirt giveaways and another drawing, this time for two pairs of tickets to Fifth Harmony’s concert that night at the Corona.
Based on what I witnessed last Sunday afternoon with Fifth Harmony, the Gurman brothers and their dedicated, hard-working Yeh! crew can only help increase their profile within the community at large by staging more well orchestrated, star studded events like this one. It certainly pays to be enterprising.