Chobani Australia: Bringing soul to a category dominated by science
Maria Gioffre
Campaign details
Brand owner: ChobaniAgency: Digital Arts Network (primary); Fleishman Hillard (PR); PHD (media); Round Table (activations); Digivizer (research)Brand: Chobani AustraliaCountry: Australia
Executive summary
The Australian yoghurt category is fiercely competitive and price-driven. In 2013 Chobani – a relatively new entrant to the Australian market – was challenged with increasing household penetration exponentially. The problem, however, was the brand had very low total awareness and was significantly more expensive than the category average.
Solution: The agency turned their competitors' greatest strength...