Yogurt brand Chobani has launched a new creative platform and campaign centered on living life naturally. Chobani’s multi-media, multi-platform campaign focuses on the brand’s core belief: “To love this life is to live it naturally.”
The “Love This Life” campaign, which debuts this week, will be fully integrated across all channels, from broadcast to social to shopper marketing. Chobani also will debut new packaging.
“We’re a brand based on the belief that when you live naturally, you live more fully,” said Peter McGuinness, chief marketing and brand officer. “Today, we’re aligning our marketing even closer to that belief, going beyond our naturally delicious food to also focus on the values that define us as a company and the humble but important role we hope to play in consumers’ lives. It takes us beyond food, and moves us more into the lifestyle space while capturing some of our Mediterranean spirit and soul.”
Chobani says authentic, real-life moments are the backbone of a series of modern American stories that connect the brand’s values to its fans’ values. The story begins with the campaign’s anthem spot, introducing a mom, dad and their two kids and the relationship they share—all set against the backdrop of their family farm. Two more stories follow the same family and the simple moments they share with each other and their natural surroundings.
The ads will run during primetime television, beginning May 8 through May sweeps. Several more films and pieces of content supporting Chobani Flip and Chobani Simply 100 platforms round out the series and will air through September.
The series features original songs by artist and producer Eef Barzelay, written and composed for the brand and available for download on the company’s website.
The new packaging will first see redesigns of traditional Chobani, Chobani Simply 100 and Chobani Flip, highlighting core attributes of the brand, such as “Only Natural, Non-GMO Ingredients,” “40% Less Sugar Than Regular Fruit Yogurt” in traditional Chobani and “75% Less Sugar Than Regular Fruit Yogurt” in Chobani Simply 100.