Chobani: Chobani

Credits & Description:

Brand CHOBANI
Entrant CHOBANI NEW YORK
CHOBANI New York, USA Entrant Company
CHOBANI New York, USA Idea Creation
CHOBANI New York, USA PR
EDELMAN New York, USA PR
Peter McGuinness Chobani Chief Marketing Officer
Leland Maschmeyer Chobani Chief Creative Officer
Kwame Taylor-Hayford Chobani Managing Director Brand Development
Lisa Smith Chobani Vice President of Brand Design
Rik Bracho Chobani Designer
Michael Ciancio Chobani Designer
Joakim Jansson Chobani Designer
Ethan Sung Chobani Designer
Patrick Iadanza Chobani Designer
Gabrielle Lamontagne Chobani Designer
William McNamara Chobani Designer
Franziska Virgili Chobani Designer
Patrick Iadanza Chobani Illustration
Gabrielle Lamontagne Chobani Illustration
Fanny Gentle Art Department Illustration Division Illustration
Berton Hasebe Berton Hasebe Font Designer
Christian Schwartz Commercial Type Font Designer
Conor Dooley Chobani Copywriter
Eric Johnson Chobani Copywriter
Betsy Dickerson Chobani Copywriter
Eddie Revis Chobani Marketing
Olivia Butter Chobani Marketing
Lexi Sigesmund Chobani Marketing
Marissa Frydman Chobani Production
Thomas Stevens Chobani Production
Mark DiNoia Chobani Production
Beth Kovalsky Chobani Production
Kaylin Aarts Chobani Project Management
Rikki Goswell Chobani Project Management
Lauren Fein Chobani Project Management
Synopsis
Chobani is America’s leading yogurt brand. It is famous for its corporate generosity: public service, caregiving of refugees and fight to make healthy and nutritious food affordable. But its food, packaging, and branding had been imitated. Consumers saw no reason to pay Chobani’s price premium. Brand metrics eroded. Volume declined. Margin shrank.
Brief: Rebrand the company across 319 product SKUs, 3 retail cafés, 4 digital properties, national advertising campaigns, shopper marketing, and social/CRM content.
Budget: $520k
Timeline: 1 year
Objectives:
• Differentiate Chobani’s Greek yogurt on shelf
* Excite the public
• Grow Chobani’s household penetration 1 point
Outcome
OBJECTIVE: Differentiate Chobani in a manner that excites people.
• 10.5B total impressions (27MM were paid impressions)
• 490 placements, beat PR goal of 150 media placements
• 95% positive online sentiment (3% neutral), which beat our 75% goal
• Popular branding publication Brand New praised, "It’s one of the best revolutions — screw evolution! — of a leading product in its category that further separates it from the competition and it’s doing so in its own unique voice.”
• Social video completion rates outperformed benchmarks by 29% on Instagram, 19% on Facebook
• Ad recall on social media increased by 20% vs. control group
OBJECTIVE: Grow Chobani’s household penetration 1 point
• HHP reached an all-time high 36.9% +3.8pts vs end of 2017. (Nielsen Data)
• Chobani twice broke all-time monthly sales record despite 15% category declines.
• 10.5% growth in shipments: December 2017--February 2018 (new brand launched 11/28/17)
Execution
• The new brand aims to feel part fairytale and part real life—a mixture of magical and populist.
• The Chobani wordmark and product names are set in a bespoke typeface based on the most populist typeface: Times New Roman. We added weight, warmth, nostalgic cues, and an Americana vibe.
• 19th-century folk art—specifically mid-Atlantic quilt work—inspired the graphic language. This “art of the people” is native to the region in which Chobani was founded.
• Graphic objects are silhouetted plants and animals from the region of Chobani’s manufacturing facilities.
• Kodak Ektrachrome film inspired our photography approach. This film gives objects a shimmering, magical quality.
• Chobani’s typographic voice is a bespoke typeface modeled after specimens from 19th-century fairytale books.
• Each of Chobani’s five food products received a unique design system appropriate to its proposition and consumers. Consistency is achieved through common typography and handmade illustration.
Campaign Description
“For Happiness Ever After” is the concept behind the rebrand for two reasons:
It reflects America’s evolving view of food.
Americans increasingly seek food that improves their bodies (natural food), their relationships (social eating), their communities (local food), and the environment (sustainably grown food). The consumer’s belief is that better food is the path to happier future.
It is authentic to Chobani
America suffers from food inequality. Most Americans cannot afford to regularly eat natural, fresh food. As a result, 1 in 7 Americans are obese, 1 in 5 children don’t have regular access to food, and $367 billion dollars is spent annually to medically treat diabetes. Hamdi Ulukaya founded Chobani to combat these facts. His belief is that better food creates a better future.