Chobani has done some work with the Walmart Exchange and Target Media Group. A co-branded social campaign with Target featured Chobani coffee yogurt along a banana and Target-brand hazelnut spread, and was one of the rare social campaigns that Target itself reposted on Twitter.
Social media had always been a critical part of Chobani’s marketing – its Instagram account boasts of 100,000 followers, and that number is 1.1 million on Facebook.
Social performs three to four times better than print magazines for Chobani, even in health and wellness magazines, which was surprising for Sherman, who used to work in beauty. “In that category, it’s the inverse,” he said.
Wanting to have more control over such an important channel was a big reason why Chobani decided earlier this year to take more of its marketing in-house, dropping its creative agency, Droga5. It still outsources some creative production to an agency, as well as media buying through OMD, but Chobani creates and plans its own social media.
Chobani is focused on promoting its new product, Chobani Flip, designed to spur consumption of yogurt in the afternoon. The yogurts include chocolate, nuts, dried fruit or salty pretzel accompaniments designed to make yogurt a more attractive 3 p.m. snack.
The audience for this product is similar, but Chobani uses dayparting on its digital programmatic spend to deliver the message at two critical times: right before 3 p.m., when it wants people to consume the yogurt, as well as the morning, when a consumer might be in a shopping mindset and pick up the yogurt for later.
That logic has extended to its TV spend. It promotes the Chobani mix-in product during the fourth, fifth and sixth innings of baseball games, leading up to the seventh-inning stretch.
“I like to think of that seventh-inning stretch as that national break time,” Sherman said.