Chobani uses marketing to push beyond organic growth

This event report addresses the role marketing is playing for Chobani, the Greek yoghurt brand.

Chobani uses marketing to push beyond organic growth

Geoffrey PrecourtWarc

Peter McGuinness, chief marketing and brand officer for Chobani, LLC, introduced his brand to the 2,800 delegates at the Association of National Advertisers' (ANA) 2014 Masters of Marketing conference with three facts:

  • "Chobani is eight years young."
  • "We grew awfully fast – faster than Google and Facebook."
  • "Sometimes at Chobani we act our age. Which is not necessarily a good thing."

In fact, he allowed, most of that explosive growth had little to do with marketing: "The company was about making products, building facilities, renovating facilities and buying...

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