We wanted to promote culinary inspiration and creativity in the kitchen, using our Chobani 4% Plain Greek Yogurt as a delicious and versatile ingredient in most any dish. The idea was to inspire people to think outside the cup, not just as a breakfast food or smoothie aid, but as an ingredient that can bring flavor to sauces, dressings, marinades, and can even be used for baking! On top of adding delicious flavor, Chobani Plain is healthier than fatty alternatives like butter, cream, mayo, oils and more, allowing people to make better-for-you dishes without sacrificing flavor. Our goal with content creation across platforms is to drive awareness and increase consumption of our Chobani 4% Plain Greek Yogurt.
In order to achieve our objective, we launched a campaign to reach consumers in their kitchens via a variety of means: fun and engaging video content, a mouth-watering website (madewithchobani.com) filled with inspiring food photography, inspirational recipe content on instagram, as well as two carousel ads that ran on Instagram, as well as a slew of recipes on chobani.com. We also made a physical and digital cookbook in Q4, sponsored Food & Wine Classic in Aspen, Chicago Food & Wine, and New York Food & Wine Fest, where we made a ton of delicious Chobani creations and featured Chobani recipes with notable chefs Stephanie Izard, Jonathon Sawyer, launched a campaign with influencers who regularly share #MadeWithChobani content, and partnered with Plated, as we are their official Greek Yogurt. We also ran print ad insertions in Food & Wine Magazine, as well as digital banner ads on their website.
By expanding the consumer mindset and helping people to imagine Chobani 4% Plain Greek Yogurt as an ingredient they can use in a huge variety of dishes, we are moving Greek Yogurt beyond the simplicity of being just a breakfast food, and opening it up as a food that can be eaten throughout the day. By giving people delicious visuals of easy-to-prepare dishes, we are making home-cooking more convenient and providing healthy meal ideas that people can prepare for their families.
-Tens of millions of video views of #madewithchobani videos
-10,000 attendees to Food & Wine Festivals
-80,000 total reach from influencer chefs
-Food & Wine digital banner ads: 4,498,335 impressions, 6,914 clicks; 0.13% CTR, 805,404 interactions; 18.11% interaction rate