Chobani: #PlainInspiring

This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.

Chobani: #PlainInspiring

Maria Gioffre

Campaign details

Brand owner: Chobani Lead agency: Whybin\TBWA & Digital Arts NetworkContributing agency: Weber Shandwick Brand: Chobani Country: AustraliaIndustry: Dairy products, fats, oilsChannels used: Earned media, buzz, Public relations, Social media Media budget: Up to 500k

Executive summary

This case study describes how Chobani compensated for its higher price point and greatly reduced marketing budget by encouraging Australians to show off their creative ideas for diversified yogurt consumption.

Chobani had a major challenge to overcome in 2014: it was being sold...

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