NORWICH, NY
Greek yogurt manufacturer Chobani has introduced a new advertising campaign that focuses less on the company’s products, and more on a broad message about healthy eating and natural living.
"We’re going to have one foot squarely in the Greek yogurt space," said Peter McGuinness, the Chief Marketing and Brand Officer at Chobani, "and we’re going to have one foot leaning into a more aspirational lifestyle space."
Chobani’s new ads reflect how an increasing number of companies are shying away from campaigns that promote specific products, according to The New York Times.
Chobani’s new campaign is designed by Jeff Weiss and his agency Opperman Weiss, who built the campaign around the catchphrase, "To love this life is to live it naturally." Chobani has long led the Greek Yogurt category, but with companies like Fage, Dannon and Yoplait pursuing the Greek yogurt consumer, it has been harder to differentiate, according to The New York Times. One way Chobani has tried to do this is by using the slogan “How Matters” to showcase the caliber of its ingredients.
McGuinness said the new campaign slogan aims to capture the "Mediterranean soul" of the brand rather than simply highlight the product’s quality.
Ads will run in movie theaters, on television, online, in print and on social media. In the ads, a musician strums the guitar and sings a song, composed for Chobani, about loving life and living naturally.
The yogurt maker is also introducing new packaging, with bigger images of fruit.
