Yogurt brands ride the nutrition wave
Yogurt is a bright star in the dairy firmament, and brands are seizing the opportunity. Chobani took to the air with television ads during the Oscar ceremonies. Muller Quaker Dairy expands distribution into the Midwest and Southeast.
Everybody loves yogurt: dairy farmers, dairy processors, industry vendors, retailers and consumers. Yogurt production in the United States rose 4.2% from 2011 to 2012, according to the U.S. Department of Agriculture.
Two brands took bold moves recently. Greek yogurt processor Chobani (Dairy Foods’2012 Processor of the Year) debuted a new advertising campaign on Sunday, Feb. 24 during the 85th Academy Awards show (the “Oscars”). And Muller Quaker Dairy, a processor of Greek and European-style yogurt, is pushing further into the United States from the Northeast. Their ads and public statements promote milk and nutrition.
Chobani, in a statement, said that it wants “to empower consumers to choose a brand that stands for something more — an authentic strained yogurt that’s made with only natural ingredients by people who have passion for bringing better food options to the masses.”
A 60-second commercial titled “Go Real Chobani- Real Is” ran during the ABC pre-show and during the Oscars Program. A 30-second “Go Real Chobani- Start With” spot aired on the E! network during its pre- and post-Oscars shows.
“The creative inspiration for the television spots was sparked from the hundreds of real moments Chobani fans share through their social media channels on a daily basis,” said John Connors, CEO of Boathouse, which developed the campaign. “These photos and stories are similar to the ones you would share with your own family — dogs and cats getting the last licks of yogurt, creative recipes, and photos of their kids. We’re amplifying those real stories through this creative to give more people the chance to engage in the conversation around Go Real Chobani.”
Chobani also used a digital and social media campaign incorporating Facebook and Twitter that asked fans to share their memories of the first time they tried Chobani. The multi-million dollar campaign also includes national print, out-of-home advertisements and other targeted advertising, on-pack, experiential marketing and public relations.
In a statement, John Heath, Chobani’s interim chief marketing officer and senior vice president of innovations said, “Go Real Chobani is an articulation of our company’s overall mission and brand essence. The creative work exposes the heart and soul of who we are as a company and a community. It’s important to us that consumers know the real people behind our products and understand the care and craftsmanship that goes into each and every cup.”
In late February, Muller Quaker Dairy expanded distribution of its Muller yogurt brand into more cities in the Mid-Atlantic, Great Lakes and Southeast regions, including Chicago, Atlanta, Cincinnati and Tampa. It launched in the northeastern United States last summer. Grocery retailers include Kroger, Dillons (a Kroger banner), Safeway, Dominick’s (Safeway), Giant Eagle, Hannaford (Delhaize America), Meijer, Pathmark (A&P), Publix, Shop Rite, Stop and Shop (Ahold), Walmart and Winn-Dixie (BI-LO Holding). Club pack formats are available at Costco, Sam’s Club (Wal-Mart Stores) and BJ’s wholesale clubs.
“With fresh flavors and unique mix-ins, Muller yogurt is a great tasting and a completely new concept for enjoying yogurt,” said Sam Lteif, chief executive officer, Muller Quaker Dairy LLC.
The Muller products are Corner, Greek Corner and FrutUp. The yogurts are made from reduced-fat, Grade A milk, and range from 130 to 220 calories per serving. The suggested retail prices are $.99 for Muller FrutUp and $1.29 for Muller Corner and Muller Greek Corner.
Muller Corner is a low-fat yogurt packaged with a side compartment containing toppings, including blueberry, strawberry, granola and chocolate-flavored rice cereal. The Greek yogurt version has fruit or caramelized almond inclusions. Muller FrutUp is a low-fat yogurt topped with a layer of fruit mousse (blueberry, lemon, peach-passion fruit, raspberry, cherry or strawberry).
Theo Muller Group is a German multinational dairy company, headquartered in Luxembourg. The Quaker Oats Co., headquartered in Chicago, is a unit of PepsiCo Inc., one of the world’s largest consumer packaged goods companies.