Chobani LLC is introducing a new campaign to say thanks to all who have supported the company over the past decade, and to welcome new fans to the Chobani family.
Since pioneering the Greek yogurt category 10 years ago, Chobani has made great strides in fulfilling its mission of providing better food for all people. Yet there’s still more to do as approximately half of the country still hasn’t even tried Greek Yogurt*. Chobani wants everyone in America to have the chance to try its yogurt.
“This way of saying thank you is something we’ve done since we first got started, and now we wanted to extend it to everyone in America. From the beginning, we wanted to make beautiful yogurt that’s as good as what nature gives us, create it with the most amazing people, make it available to everyone, and follow the values that we all learn and live by,” said Chobani CEO and founder Hamdi Ulukaya. “What began 10 years ago in a small factory in upstate New York has grown into something so much bigger. But Chobani isn’t one person’s work or one person’s dream. It’s the combination of everyone who’s been a part of our journey—from our team, to our communities, to the millions of people who love our yogurt. That’s why we are so excited to celebrate this milestone with as many people as possible. On behalf of everyone at Chobani, I want to say thank you. Thank you to everyone who saw us on the shelf, talked about us, recommended us to others, and gave us a chance.”
Starting Feb.12, and running through March 4, Chobani is launching a unique offer to share the specialness of this pure, simple food with America. To receive a free cup, fans simply need to print a coupon at Chobani.com/freeyogurt, and visit any participating retail store during the three-week offer period. The coupon can be redeemed toward any single item of Chobani 5.3-ounce Greek Yogurt, Flip 5.3-ounce yogurt snacks, 10-ounce drinks, or Smooth (two-pack).
No purchase necessary to receive free participating product. Quantities limited, while supplies last. Void in New Jersey and Louisiana. For additional terms and restrictions visit Chobani.com/freeyogurt
Bringing the Specialness Back to the Category
Yogurt is one of the purest, simplest foods on earth. When made naturally and shared generously, Chobani believes the most humble foods can magically transform individuals, communities, and the environment.
Over the last 10 years, Chobani has grown from five employees to 2,000, becoming the No. 1-selling Greek Yogurt brand in America (and second largest yogurt maker overall). By offering a free cup or bottle of Chobani yogurt to fans across America, Chobani is saying thanks to those who have been with them from day one, just recently joined and welcoming new fans into their family.
Spreading the Magic through Integrated National Campaign
The fully-integrated national campaign is the most ambitious campaign Chobani has ever created. The campaign will run across broadcast television, online video, online display, rich media banners, bespoke influencer care packages, shopper, paid social, organic social, a digital activation in Grand Central Terminal in NYC, radio spots and its owned digital properties.
Key highlights include:
National TV: To generate mass awareness of the national offer, Chobani will debut a series of new television advertisements developed by the brand’s in-house creative team. The whimsical 30- and 15-second spots feature original animation and music that evoke the goodness, simplicity, and magic of yogurt. The hero video follows a young girl who plants a seed and watches a beautiful tree grow, bloom, and bear fruit for everyone to enjoy.
Grand Central Terminal Experience: Chobani is unveiling today a one-day, multi-sensory, socially shareable experience at Grand Central Terminal, in New York City. Attendees are invited to travel through an interactive installation in Vanderbilt Hall, in which they “plant” virtual seeds that bloom into a digital fruit-tree canopy overhead. Each seed variety corresponds to a favorite Chobani SKU. For every virtual seed “planted,” Chobani will donate a case of yogurt to No Kid Hungry – a campaign dedicated to ending childhood hunger in America. As part of the magical experience, attendees will also receive a shareable photo and coupon.
Amazon Echo Integration: Chobani is tapping the latest in technology to enable more people to get their free Chobani yogurt. For 30 million Amazon Echo users, Chobani has built a special Alexa skill/command enabling them to receive a coupon to use on their Amazon Fresh and Prime Now platforms. A custom online video prompting users to make the command will run on the Amazon platform.
Employee Engagement: Chobani is so grateful to their 2,000 employees who have contributed to the company’s success and strengthened the communities in which they live and work. As part of this offer, they’re engaging employees across the country to serve as brand ambassadors, who will share their passion, dedication, and thanks with family and friends.
*Ispos 2017 Household Data