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Chobani, America’s No. 1-selling yogurt brand, is currently running its first national television advertising campaign in support of Chobani Champions, its strained Greek low-fat yogurt for kids. The “Win the Day” television commercial stars two-time Olympic medalist and U.S. softball player Jennie Finch and her 6-year-old son, Ace.
“Win the Day was born from the struggles parents face daily to get their children to eat something that’s good for them,” explained Doron Stern, VP of marketing at New Berlin, N.Y.-based Chobani, which is currently constructing a 900,000-square-foot production plant in Twin Falls, Idaho, that will be the largest yogurt manufacturing facility in the country. “Chobani Champions is the antithesis of what’s typically found in the kids’ yogurt aisle; instead of high-sugar, preservative-laden offerings with flashy characters, Champions offers a yummy experience without sacrifice.”
“As a mom, I’m always looking for good food options to keep my sons happy and healthy,” added Finch. “Ace loves the Champions VerryBerry flavor, and I love that it’s made with only natural ingredients and is a good source of protein.”
As well as the TV spot, which will appear on a mix of national and local networks, including NBC, ABC, Bravo and Lifetime, through the fall, the multimillion-dollar Champions campaign, developed by Leo Burnett New York with support from Brooklyn, N.Y.-based Big Spaceship and Fleishman-Hillard, whose headquarters are in St. Louis, encompasses full-page print ads in such publications as People, Parenting and Redbook; digital ads; on-pack promotions; and social media and public relations support.
Further, the Chobani Champions Tour Bus is now visiting towns across the United States to hand out free cups of Champions at events such as the Air Magic Valley air show in Twin Falls on July 28-29; Kool Aid Days in Hastings, Neb., on Aug. 12-14; Nottingham Kids Triathlon in Baltimore on Aug. 25; and Taste of Atlanta on Oct. 5-7.