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Posts Tagged ‘Chobani’

Iceland Looks to Take Down Greece in Yogurt Culture Wars

yogurtThe Vikings are ready to rumble with the the Greeks. The battleground: the dairy aisle.

Yogurt is a big business these days and Greek yogurt has got the market cornered. In particular, Chobani is selling like hot cakes. But Iceland has its own yogurt to sell. Skyr is very much like Greek yogurt, but thicker with a more “yogurt-y” taste. (Clearly, I’m not a food writer.) Both are delicious. But Siggi’s, a popular brand of skyr (maybe the popular brand of skyr), maintains that the competition is packed with sugar.

This is the big selling point and primary message for Siggi’s: Skyr has “natural ingredients and less sugar.” Since most people are eating yogurt to be healthy, Siggi’s thinks the choice is obvious.

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Chobani Claims That No One Owns the Word ‘How’

During last year’s Super Bowl, Chobani and its ad agency Droga5 told us that “how matters.” It was a brilliant Chipotle-style CSR call-to-arms that led, in part, to speculation that the company will soon go public.

Now author/ethics consultant Dov Seidman and his lawyers want to make that filing process a bit more difficult.

Seidman, whose best-selling book bore the title How: Why How We Do Anything Means Everything and an introduction by no less than Bill Clinton, filed suit against both agency and client yesterday for “trademark and service mark infringement and unfair competition.”

For some reason, he seems to think that the campaign might have been related to his book…

Interestingly, Seidman’s company LRN retweeted the message above before declaring it to be lawsuit-worthy. A little extra explanation after the jump.

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Chobani Brings Russian ‘Yogurt Standoff’ to a Peaceful End

cups-pyramid-with-new

We kinda feel for Chobani. The “Greek” yogurt company only wanted to amplify the good will earned by its sponsorship of American Olympians and this cool follow-up to its Super Bowl spot by sending product samples to U.S. athletes in Sochi…but Putin’s “regulators” were like, “Nyet” due to arcane “customs rules”, something something.

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Chobani Bear Rages Through Streets of NYC in Search of Yogurt

New Yorkers just can’t catch a break. They can no longer be assured of turning a corner without being confronted by a demon baby in a runaway stroller, a hoard of zombies grabbing at their feet from beneath a sidewalk, or, now, a bear with an insatiable hunger for natural food (specifically yogurt) expressing its fiery rage toward non-natural edibles.

Greek yogurt maker Chobani is the latest brand to take its guerilla marketing tactics to the streets of NYC. As a follow-up to its Super Bowl ad, which featured a bear in desperate search of a wholesome, natural snack, the company set a similarly-motivated animatronic bear loose on the city. As you might imagine, the available street food options were found seriously lacking, sending the bear into a frustrated rage

Pretzel stand, gone! Hot dog stand, demolished!

But, we suppose the good news is that even if every less-than-healthy food vendor were to be put out of business in fear of attracting the bear’s wrath, hungry folks on their lunch breaks could always seek out a nutritious, delicious yogurt.

 

Top 10 Social Media Wins of 2013

Next round of likes is on us

The next round of “likes” is on us…

We already shared the worst of social media in 2013, so here’s to the best…or at least our own approximation of it.

OBVIOUS DISCLAIMER IS OBVIOUS: Yes, this list is highly subjective and you’re going to see some repetition/glaring omissions. But such is the nature of year-end clickbait, no?

Here, then, are the stories that demonstrated what social media meant to us and our industry in 2013.

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Spin the Agencies of Record

“The shelf life of the average trade book is somewhere between milk and yogurt.”—Calvin Trillin

Following a summer-long search, Chobani has named two new agency partners: Droga5, which will lead advertising and marketing efforts, and Weber Shandwick, which will guide public relations and social engagement strategy. (Chobani, as we reported last week, recently tackled some PR challenges with a successful follow-up campaign.)

Throughout the process, both agencies demonstrated deep strategic thinking and creativity along with a profound understanding of our brand, values and vision.

Peter McGuinness, Chief Marketing and Brand Officer at Chobani, says: “…from Weber Shandwick, we excitedly anticipate a deeply integrated communications approach that will activate across PR, social, internal communications and more. Throughout this search, Droga5 and Weber Shandwick have come to the table with a clear vision for the brand and breakthrough communications that will be instrumental in helping us go to the next level. We cannot wait to get to work.”

“Age is something that doesn’t matter, unless you are a cheese.”—Luis Bunuel

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PR Win: Chobani Contains ‘Contaminated Yogurt’ Story

This morning brings a good example of a food brand nipping a potential PR disaster in the bud via social media: Greek-style yogurt giant Chobani had to recall all cups made at its Idaho plant due to mold contamination. Unfortunately, the company has received multiple reports of “bloated cups, odd-tasting yogurt, and, in some cases, gastrointestinal illness” over the past week.

The company tried to resolve the problem quietly before the FDA launched a review, then got out in front of the story by formally announcing a “voluntary recall” of all cups produced in Idaho during the period in question:

The brand’s social media response was quick, aggressive and personal.

The Lawyers Are Coming for Your Food Biz Clients

What do the phrases “organic” and “all-natural” mean to you as a consumer? Does the fact that Sun Chips have that great “whole grain taste” make you more likely to eat them in the interest of your own health?

While the vast majority of consumers want to eat well, a recent survey conducted by iModerate Research Technologies confirms the fact that most don’t have enough information to make truly educated decisions regarding the food they buy—and that leaves them more vulnerable to dubious claims made by marketing teams and ad agencies.

In the eyes of the law, these questionable taglines might not mean much, and they may even qualify as “misleading.” But do they amount to bad PR practices or grounds for lawsuits? According to a recent story in The New York Times, a group of very successful litigators thinks they do—and they plan to raise a big stink about it.

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