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Chobani marks its 10th year with marketing blitz

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NORWICH, N.Y. — Greek yogurt brand Chobani LLC is celebrating its 10th anniversary with a campaign to say thanks to its customers and supporters.

This week, the yogurt giant kicked off a multipronged initiative including national television commercials, online video, online display, rich media banners, bespoke influencer care packages, paid and organic social media, a digital activation in New York City, radio spots, owned digital properties and free consumer samples.

Chobani 10th anniversary_free yogurt campaign

Through March 4, Chobani is offering consumers a coupon for a free cup of yogurt. To get the sample, consumers visit Chobani.com/freeyogurt, print the coupon and then go to any participating retail store during the three-week offer period. The coupon can be redeemed toward any single item of Chobani 5.3 oz. greek yogurt, Flip 5.3 oz. yogurt snacks, 10 oz. drinks or Smooth (two-pack). No purchase is necessary.

To raise mass awareness of the national offer, Chobani will air a series of new TV ads developed by the brand’s in-house creative team. The company said 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 tree grow, bloom and bear fruit.

Earlier this week, Chobani is unveiled a one-day, multisensory, socially shareable experience at Manhattan’s Grand Central Terminal. An interactive installation in the transit hub’s Vanderbilt Hall allowed visitors to “plant” virtual seeds that bloom into a digital fruit-tree canopy overhead. Each seed variety corresponded to a favorite Chobani SKU. For every virtual seed planted, Chobani is donating a case of yogurt to No Kid Hungry, a campaign dedicated to ending childhood hunger in the United States. Attendees also received a shareable photo and coupon.

Chobani also is tapping the latest in technology to help more people to get their free Chobani yogurt. For 30 million Amazon Echo users, the company has created a special Alexa skill/command enabling them to get 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.

In addition, Chobani is engaging employees nationwide to serve as brand ambassadors, who will share their passion, dedication and thanks with family and friends, the company said.

Chobani noted that the fully integrated national campaign is the most ambitious campaign it has ever developed.

“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,” stated Hamdi Ulukaya, founder and chief executive officer of Chobani, the nation’s top-selling Greek yogurt brand and second-largest yogurt manufacturer. “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.”


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