Chobani is launching a major national marketing campaign tomorrow for its Flip yogurt line of “mix-in” products, including new flavors. This is a huge maneuver as America’s #1 Greek Yogurt brand strives to maintain overall leadership in the category it created and expand its share of the overall snacking segment of the US market.
With its new Break You Make campaign launching on June 9, the brand is introducing TV ads, a broad digital, social and experiential marketing effort as well as a conversation-starting PR initiative around the idea of how and why Americans need to take healthy breaks.
It’s all part of Chobani’s bigger brand strategy to stretch consumption of its products from the traditional morning day part to afternoons and beyond, as Chobani CMO Peter McGuinness tells brandchannel.
“This is a satisfying snack platform,” McGuinness commented about Flip, the yogurt line at the heart of the #BreakYouMake campaign. “It’s got Greek yogurt, so it’s an excellent source of protein. And Flip also has this wonderful ‘side car’ of nuts, seeds, dark chocolate and other great foods that you mix in—and it’s crunchy. It’s do-it-yourself yogurt. Everyone has their own way of doing it, so it’s wonderful and highly interactive. It’s a highly involved snack that you should take time to eat. It’s a two-handed snack.”
Chobani already dominates this segment, McGuinness said, in large part because of Flip’s high-quality mix-in ingredients and “exciting creations that aren’t run-of-the-mill” in the segment. In addition to popular flavors such as Almond Coco Loco, new Flip flavors include include Peanut Butter Dream, consisting of vanilla low-fat yogurt with a mix of honey-roasted salted peanuts, peanut butter clusters and milk chocolate; Coffee Break Bliss, a coffee yogurt featuring biscotti pieces and chocolate; and just in time for warmer weather: Strawberry Summer Crisp, a new limited-batch flavor.
While the Flip segment has what McGuinness calls very high repeat sales, he notes that Chobani has “relatively low trial on this platform.” Thus its emphasis on the experiential joys of eating Flip, highlighted in two new 30-second commercials in which two iconic American workers—a nurse and a cowboy—enjoy unique on-the-job snacking experiences. The ads mark the second phase of its new “Love this Life” campaign, a mission-driven brand positioning that launched in May.
Chobani is playing up how Flip can enhance daily breaks by declaring June 3rd the first national “Break You Make” day across America. To underscore the importance of getting Flip into as many consumers’ hands as possible so they can have their own “break” experiences, Chobani is including a major shopper-marketing and point-of-purchase component with in-store displays rolling out nationwide.
As part of the first Break You Make Day, a fleet of CHOmobile trucks are hitting the road to had out free samples of Flip yogurt packs across the US, beginning in Denver and Charlotte.
The Chobani Café flagship in Soho, New York—where its chefs have been mixing up new yogurt-based concoctions for delighted customers—also will be giving away Flip while the new ads will be playing on iPads and a large-screen TV in the store.
— Chobani (@Chobani) June 2, 2015
Its social media team will be spooning out surprises to fans who engage with #BreakYouMake on Twitter, Instagram, Tumblr and Facebook, while digital marketing plans includes a takeover on PopSugar.com.
— Chobani (@Chobani) May 28, 2015
Reinforcing the importance of taking time out, the brand will also be releasing results of new research showing what Americans think about break time Spoiler alert: they don’t.
Chobani’s survey (summarized in an infographic below) shows that “most Americans don’t even take a break every day.” In addition to a national downtime shortage, it also found the lengths consumers say they would to to in order to gain an uninterrupted 30 minute break each day: 37 percent said they would give up alcohol, 34 percent would swear off social media and 24 percent would pass up coffee.
What should they do with that extra 30 minutes? Why, “flip” their (yogurt) lids, of course. “This is a fairly straightforward marketing opportunity,” McGuinness concluded. “It’s amplifying an already good thing.”