Chobani is working to increase brand awareness and yogurt consumption on college campuses with a new multi-platform, multi-marketing partnership with IMG. With IMG College's access to university decision makers and its partner schools' intellectual property, Chobani plans to boost the distribution and product visibility of its wide line of fine Greek yogurts.
"College campuses are an effective and increasingly popular place for major brands to build their next generation of customers," said Andrew Judelson, SVP of US Business Development for IMG. "For a dynamic brand like Chobani, colleges offer great opportunities to introduce delicious products to students and sports fans throughout the day, from a nutritious breakfast on the way to class, to a great post-workout snack, to athletes' refrigerators."
A large aspect of the marketing push will be aimed at college athletes which Chobani is encouraging to fuel their bodies with natural, power foods like greek yogurt.
"College students, sports fans and players alike have a great deal of passion for their teams and traditions and we feel exactly the same way about how we craft our yogurt. Our mission has always been to provide better food to more people and this partnership builds off our current school programs while opening up significant new opportunities," said Peter McGuinness, Chief Marketing and Brand Officer for Chobani. "The IMG College partnership allows us to deepen our connection with colleges and universities across the country while helping us reach passionate students, athletes and fans in local, relevant and authentic ways."
According to a press release, the partnership is a natural extension of Chobani's current school-based grassroots marketing efforts. These programs include a recently won 2nd contract with the Department of Agriculture for America's school lunch program, as well as an on-going campus sampling tours that target students across the United states in a comprehensive, fully integrated program.
Chobani will also be debuting a digital content series for Campus Insiders, a 24/7 college sports network, as well as sponsoring events targeted at university sports programs in Florida, Georgia, Michigan, Ohio State, Oregon, Texas,UCLA and many more schools.
According to a press release, the program is currently set to launch in 17 universities across the United States, a number which Chobani plans to grow to over 27 by its 3rd year.