Chobani LLC, Norwich, N.Y., said it kicked off a new national campaign on March 1 to educate consumers that it’s a food company that crafts so much more than Greek yogurt, including “oatmilks,” coffees and creamers, finding many new ways to nourish people and foster healthier lives. Chobani’s fully integrated national campaign will run on broadcast television, as well as online video, paid social, organic social and more.
At the core of the campaign is Chobani’s founding mission to provide better food for more people. While the company said it started by making delicious, nutritious and accessibly priced Greek yogurt using simple, real ingredients, it has since expanded its portfolio to include “oatmilks,” dairy and plant-based creamers, probiotic drinks and ready-to-drink coffee. Through it all, Chobani stayed true to dedication to using food as a force for good for all Americans, in all communities.
“Since day one, we’ve established a brand with values that stand for more than the food we make, and our new national ad campaign depicts a world where better food helps create a better future,” said Meredith Madden, senior vice president of marketing strategy and insights. “As we’ve expanded into new categories like ‘oatmilk,’ creamers and cold brew coffee, Chobani has built a branded house that gives fans new ways to discover the food company we’ve built for 2021 and beyond.”
The debut national TV ads kick off with “Dear Alice,” an animated story showing that food — how we grow it, make it, distribute it, eat it and share it — is the most powerful path to a better future, Chobani said. In the coming weeks, animated stories will individually highlight Chobani’s full reach beyond Greek yogurt, including Chobani Oat, Chobani Coffee Creamer, Chobani Probiotic, and Chobani Coffee.
Chobani’s in-house team led the marketing, advertising, insights, product innovation and project management work for the campaign, while working with external partners on key elements, including animation, music and illustration. Horizon Media serves as its media agency of record. External partners include The Line (TV animation), Walker (music), Scholar (social animation) and illustrators Kate Dehler and M. Fatchurofi "Rofi."