Chobani Australia empowers consumer choice in new ‘Go Real’ campaign via Boathouse USA
Chobani Australia, maker of Chobani Greek Yogurt, has put a stake in the ground with the launch of Go Real Chobani, its first national marketing campaign in Australia via Boathouse USA with its social media handled via Digital Arts Network.
More than a campaign, the work is a movement to empower consumers to choose a brand that stands for something more – an authentic strained yogurt, free of preservatives, artificial colours and flavours, by people who have passion for bringing better food options to the masses.
The multi-million dollar campaign is the first that Chobani has launched in the Australian market following the launch of Chobani Greek Yogurt into Australian supermarkets in November 2011. The campaign is fully integrated across TV, print, digital, social media, experiential marketing and public relations. The TVC will debut nationally on Sunday, April 14, 2013 on the Seven Network. The campaign launch also coincides with a strong in-store pricing strategy, as well as the introduction of seven new Chobani Greek Yogurt flavours, making it one of the largest yogurt flavour ranges in Australia.
As a further demonstration of Chobani’s commitment to the Australian market, the global campaign uses footage shot over five days in Victoria, including the Chobani Australia factory and employees in Dandenong and local Aussie Rules team the Elsternwick Amateurs.
Says John Connors, CEO of Boathouse: “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 from all of the markets around the world, including Australia. 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.”
Says Damian Young, general manager of marketing at Chobani Australia: “The exciting thing about this campaign for us is that whilst it is being aired in the US and here, around 80 per cent of it was actually shot in Victoria, using Australian talent, crew and locations. So, culturally it is really relevant for us here in Australia and shows how important the Australian market is to our organisation.”
Says Hamdi Ulukaya, founder, president and CEO of Chobani: “Chobani started with the simple goal to make nutritious and delicious yogurt accessible to every one. 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.”
Says John Heath, senior vice president of innovations of Chobani: “Go Real Chobani is an articulation of our company’s overall mission and brand essence. 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 and also that Australians feel that this brand is theirs as much as it is American.”
Go Real Chobani was developed by Boathouse in the United States and will be supported in Australia by Chobani’s agencies PHD, Fleishman-Hillard, The Round Table and Digital Arts Network.
7 Comments
of crap. this is terrible.
movement, my ass. more like a bowel movement.
Montage advertising.
Gee you can’t beat it……..not.
ok everyone repeat after me ‘real’ is not saying anything. everything is real.
you’ve just wasted millions by saying NOTHING about your yogurt (stick with the happyness positioning in isa much more powerful.
When will clients realise that ‘safe’ advertising is about the riskiest thing you could do?
The amount of money spent on this to have zero effect on the consumer – they’d be better off dropping their prices or doing a two-for-one offer.
brilliant client ad. playing it real safe!
How stupid do those involved in this puff tripe think people really are? If they were serious about valuing consumers views then stop this waste of money. Reduce your sugar content would be a better choice!!