Chobani Australia: Bringing soul to a category dominated by science

Maria Gioffre

Campaign details

Brand owner: Chobani
Agency: Digital Arts Network (primary); Fleishman Hillard (PR); PHD (media); Round Table (activations); Digivizer (research)
Brand: Chobani Australia
Country: 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 into their greatest weakness by bringing some soul to a category dominated by science. They gave fans 'a taste of real' with each piece of content shared and in doing so managed to harness the true passion and motivation for people to share their culinary experiences.