Chobani is putting a stake in the ground with the launch of Go Real Chobani. According to company officials, Go Real Chobani is more than a campaign, but rather a movement to empower consumers to choose a brand that stands for something more – “an authentic strained yogurt that’s made with only natural ingredients by people who have passion for bringing better food options to the masses.”
“Chobani started with the simple goal to make nutritious and delicious yogurt accessible to everyone,” said Hamdi Ulukaya , Founder, President and CEO of Chobani. “As a manufacturer, it’s our responsibility to make our products the right way, not just the easy way. And we strongly believe that everyone should be able to experience the enjoyment that comes from eating simple, delicious, nourishing foods.”
The new campaign will debut nationally on Sunday, February 24, 2013 during the 85th Academy Awards. The 60-second “Go Real Chobani- Real Is” spot will run during the ABC Pre-Show and again during the Oscars Program. The 30-second “Go Real Chobani- Start With” spot will air during E!’s pre and post-Oscars shows.
“The creative inspiration for the television spots was sparked from the hundreds of real moments Chobani fans share through their social media channels on a daily basis,” said John Connors , CEO of Boathouse. “These photos and stories are similar to the ones you would share with your own family – dogs and cats getting the last licks of yogurt, creative recipes, and photos of their kids. We’re amplifying those real stories though this creative to give more people the chance to engage in the conversation around Go Real Chobani.”
Simultaneously, Chobani will launch a digital and social media campaign across Facebook and Twitter that asks fans to share their memories of the first time they tried Chobani. The resulting images, tweets and posts will be aggregated digitally via #tastereal to create an interactive content mosaic which will live online at Chobani.com. Consumers will also have the opportunity to share Chobani coupons with friends to inspire their own first taste of Chobani. In the coming months, Chobani will continually rollout targeted digital content across channels to support the Go Real Chobani movement.
“Go Real Chobani is an articulation of our company’s overall mission and brand essence,” said John Heath , Interim Chief Marketing Officer and Senior Vice President of Innovations of Chobani. “The creative work exposes the heart and soul of who we are as a company and a community. It’s important to us that consumers know the real people behind our products and understand the care and craftsmanship that goes into each and every cup.”
Go Real Chobani was developed by Boathouse and will be supported by Chobani agencies Big Spaceship and Fleishman-Hillard. In addition to TV, digital and social media, the multi-million dollar campaign will include national print, out of home advertisements and other targeted advertising, on-pack, experiential marketing and public relations.