Chobani plays off of its passionate fans

The yogurt brand launches with an OOH campaign announcing the product's entry into Canada.

Chobani thinks you’ll go nuts for its Greek yogurt.

Having landed in the Canadian market three months ago, the US-based brand decided to make an official announcement with a multiplatform campaign, with media by PHD and creative from Leo Burnett NY, that jumps at consumers by saying, “It’s crazy to love a yogurt this much”.

Over the years, Canadians have tried the high-protein, low-fat yogurt when crossing the US border, Doron Stern, VP of marketing, Chobani, tells MiC, after which they would post comments on the brand’s Facebook wall pleading for it to put the product on Canadian shelves.

It was that kind of passion and excitement for the yogurt that Stern says the brand wanted to harness and benefit from. Hence the placement of billboards in Toronto picturing men and women holding a cup of Chobani to their heart with the tagline he hopes will lead people to ask, “What makes this yogurt different from others in the marketplace?”

Since the yogurt is only available in the GTA, the advertising efforts will be limited to Toronto. But, there are plans to enter additional Canadian markets in time, he says.

While still in the creation and planning phase, there will also be rich media banner ads placed on websites, which will begin to appear on March 1, says Stern, adding that the brand will hold an online contest where 100 consumers can win a year’s worth of the Greek yogurt. All digital efforts are being handled by New York agency Big Spaceship.

Since the brand is adamant that consumers will go crazy for its yogurt, it doesn’t mind sacrificing a couple hundred thousand cups to prove its point. So, from Feb. 17 to the end of April, Chobani (with the help of experiential agency Pumped!) will give out 250,000 samples to commuters at transit stations in the city and will continue to do so at Loblaw banner stores. In May, the brand also plans to set up a stand in the city to give out even more free yogurt, says Stern.

The overall campaign cost close to $1 million, he says, and there has also been an Australian roll out. While the two markets share the creative, the media placement is different in that Canada will see the digital and sampling components, with Australia’s roll out more focused on OOH.