Chobani Yogurt: Growing a national brand
Strategy
An emphasis was placed on premiere locations in each of the markets, and the billboards and walls were all carefully selected to provide maximum impact in the key cities.
Tactics
The creative for all the billboards came from Twitter comments posted by real Chobani fans, as the company wanted a “consumer-up” campaign, to tap into and extend the “Chobani love” that is rapidly spreading across the country.
Results
Chobani was propelled to the #1 spot in their product category.