Chobani Yogurt: Growing a national brand

When faced with the daunting task of executing a national billboard program as part of a major branding campaign Chobani and their agencies turned to the OOH experts at EMC Outdoor to handle the task of managing all the details.The billboard campaign was a major component in their new national branding campaign, and included 17 markets in 11 states, and a total of over 60 separate locations.

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.