Chobani: A Love Story About Yogurt

Category: David vs. Goliath
Brand/Client: Chobani
Lead Agency: Gotham
Contributing Agencies: Media Partnership

Strategic Challenge

When Hamdi Ulukaya started making Chobani in the Northeast, Greek yogurt was pretty much unheard of in the U.S. The segment had puttered along at around 2% of the category for over a decade and Dannon and Yoplait had written it off as a non-opportunity (Nielsen, UBS, March 2011). But, by 2010, rising interests in health and the Mediterranean diet had propelled the Greek segment to nearly 12% of the category and Dannon and Yoplait couldn't help but notice (Mintel, Dec. 2010). They quickly began developing their own Greek brands and set out to squash niche players like Chobani.

  1. Agency Research, June 2010
  2. Mintel, Dec. 2010 and IRI, Jan. 2011
  3. TNS Media Intelligence, Dec. 2010