Chobani is adamant about what it stands for. It’s not startling. It’s not left-of-centre. In fact, it’s kind of obvious – bit it’s important, because it has less to do with selling yoghurt and a lot more to do with selling a lifestyle. A dream lifestyle that’s on the land, back to nature, family-focussed and full of simple joys…
The yoghurt just fits in.
That is especially so in the lead ad in its 2015 campaign. There’s no product in that ad, but if you watch the ad on YouTube, you’re given the rationale.
“Since day one, we’ve been on a mission to make better food for more people. It started with delicious Greek Yogurt made the right way, without cutting corners. Today we’re starting a journey that goes beyond the food we make – celebrating life lived the good, simple way, with food made the right way. Beauty is simple, and simple is real. Join us. #LoveThisLife.”
The lead story plays out over an original song written for the brand by artist and producer, Eef Barzelay (who also appears in the spot). It is available to download from the Chobani website. Its refrain is, “To love this life is to live it naturally,” and the tagline is “Love this life.”
The brand’s core belief is “To love this life is to live it naturally.”
Peter McGuinness, Chobani chief marketing and brand officer explained, “We’re a brand based on the belief that when you live naturally, you live more fully. Today, we’re aligning our marketing even closer to that belief, going beyond our naturally delicious food to also focus on the values that define us as a company and the humble but important role we hope to play in consumers’ lives. It takes us beyond food, and moves us more into the lifestyle space while capturing some of our Mediterranean spirit and soul.”
Two more stories are told in 30 second spots featuring the same family. Each explores one of the simple moments the family members share with each other and their natural surroundings.
The ads will run during primetime television during May. Several more films and pieces of content will support Chobani Flip (yoghurt plus topping in on-the-go packs) and Chobani Simply 100 (the first and only 100 calorie yoghurt made from all natural ingredients) will air through September 2015.
The full campaign includes print, radio, social, digital and shopper marketing.
Chobani has also revamped its pack designs to show the real ingredients naturally found inside. Traditional Chobani, Chobani Simply 100 and Chobani Flip are getting their first US redesigns. Core attributes of the brand are now emphasised verbally – Only Natural, Non-GMO Ingredients, 40% Less Sugar Than Regular Fruit Yogurt (in traditional Chobani) and 75% Less Sugar Than Regular Fruit Yogurt (in Chobani Simply 100).
Chobani’s reverence of a natural life and natural food plays a genuine role in the business. Chobani has an ongoing commitment to finding innovative ways to sustainably craft its products. Recent initiatives have resulted in up less corrugated cardboard.Chobani’s reverence of a natural life and natural food plays a genuine role in the business. Chobani has an ongoing commitment to finding innovative ways to sustainably craft its products. Recent initiatives have resulted in up to 20-30% less water consumption in the past year at its US manufacturing facilities, and eight separate initiatives that resulted in 10% less plastic per cup, 25% less paperboard for overwraps and nearly 10% less corrugated cardboard.
Creative credits:
Agency: Opperman Weiss
Art Director: Jeff Weiss
Copywriter: Paul Opperman
Executive producer: Mark Johnston
Managing director: Julian Shiff
Production company: RSA Films
Director: Laurence Dunmore
Executive producer: Marjie Abrahams
President: Jules Daly
Line producer: Michele Abbott
DoP: Brendan Galvin
Editing: Bug Editorial
Music: Duotone
Musical Talent: Eef Barzelay
Songwriter: Paul Opperman
Post production: The Mill
Audio Post: Heard City
VFX: Blacksmith
