Chobani, the United States’ top Greek yogurt brand, has debuted its inaugural national ad campaign, “Real Love Stories.” Developed by the brand and its New York-based advertising agency, Gotham, Inc., the campaign consists of two national TV commercials, as well as digital and out-of-home (OOH) ads.
“The love we’ve seen since Chobani first hit stores in 2007 has been overwhelming,” noted Hamdi Ulukaya, president and founder of Norwich, N.Y.-based Agro Farma, Chobani’s parent company. “We have the best fans in the world, and this campaign celebrates them and their passion for the brand.”
The campaign was inspired by so-called “Chobaniacs” across the country sharing their passion for the yogurt through social media platforms such as Twitter, Facebook, and YouTube. The TV ads relate the true-life tales of fans who went to great lengths for Chobani. One spot features Stephen Wright, a pre-med student at Hamilton College in Clinton, N.Y., who biked 80 miles to New Berlin, N.Y., just to see where his favorite yogurt was produced. The other stars Stephanie Lane, a Richmond, Va., CPA who got crafty with her Chobani to keep her colleagues from swiping it from the office fridge.
Additionally, the digital and OOH ads spotlight real tweets from fans.
“What [Chobani has] achieved in a just a few short years is remarkable,” affirms Peter McGuinness, CEO of New York-based Gotham. “Our aim with this campaign was to tap into, amplify and extend the current phenomenon of Chobani ‘love’ that is already spreading across the nation. People love good brands that make good products. It's no more complicated than that."
The campaign premiered Feb. 14, with spots airing in major markets on top-rated network shows and cable networks. Digital and OOH ads are running nationally, along with ongoing outreach on the brand’s Facebook and Twitter accounts. All communications will drive fans to chobani.com, where they can submit their own stories and connect with other U.S. fans.