Chobani features digital in first national campaign
Yogurt maker Chobani launched its first national marketing campaign this week, using digital, out-of-home, Facebook and TV ad elements to raise awareness of the New Berlin, NY-based company nationally. The company worked with ad agency Gotham on the campaign.
The effort's digital, TV and out-of-home ads encourage consumers to visit chobani.com. Consumers can submit comments, photographs and video clips expressing their love of the yogurt on the company's website and Facebook page.
“Our view, especially on the digital front, is to engage people and get them to share their own passion and their own real love stories,” said Doron Stern, VP of marketing at Chobani, adding that some submissions will appear in TV ads.
The campaign's digital components include search, video and expandable rich banner ads, said Stern, adding that the company will measure clickthrough rates and the number of people who sign up to share their stories.
The campaign website encourages consumers to submit names, locations and e-mail addresses and includes an opt-in for future communications. The company website also asks visitors to sign up for brand newsletters.
Submitted stories will become part of a gallery on the company's Facebook page and chobani.com. The company will send the consumer whose stories get the most “likes” a custom case of Chobani with their favorite flavors, said Peter McGuinness, chairman and CEO at Gotham.
The TV ads will target markets where Chobani is “emerging into [and] where they want to grow,” said McGuinness.
“This brand just went national early last year, so they're constantly adding to their distribution and expanding westward,” he said. “I would say that the Northeast was its stronghold and then it took the rest of the East Coast, so now it's going Midwest and West.”
The campaign is the first Gotham has created since becoming Chobani's AOR in December 2009. TV ads will air through the end of the first quarter.