Earlier this summer, Opperman Weiss created a campaign to boost awareness of the Chobani Flip, which the brand has positioned as its afternoon snack yogurt with flavors like peanut butter and coffee. The campaign has been so successful—sales are up 300 percent over last year—that Chobani is extending it and has tapped the agency to create another spot.
"We've had so much momentum that we just want to continue to fuel the fire this fall, so we're extending the campaign another eight weeks," Chobani CMO Peter McGuinness told Adweek. "We went and invested more media and did another spot."
Within two weeks of launching "The Break You Make" campaign, which had four national television spots as well as digital and social pushes, the major retailers stocking Chobani Flip doubled their sales volume, according to the company.
"We always had very high repeat [purchases], but we had very low trial because awareness [of the Chobani Flip] was low. So, we wanted to just generate more awareness. The hypothesis was the more awareness we generate, the more trial we'll get," said McGuinness.
In June, the brand launched the fully integrated campaign for Chobani Flip. Now, Chobani ranks first in the segment with a 35 percent share of the total mix-in yogurt category and over 50 percent of the mix-in Greek yogurt category.
"It is a perfect case study of how marketing and advertising can dramatically and significantly stimulate demand," said McGuinness. "We saw our volume double within two weeks of running the advertisements, because the trial rates went up and the repeat remained strong."
Check out the new spot below:
Chief Marketing and Brand Officer: Peter McGuinness
Sr Director of Brand Communications: Jessica Lauria
Sr Brand Manager: Danielle Palmer
Agency: Opperman Weiss
Art Director: Jeff Weiss
Copywriter: Paul Opperman
Executive Producer: Mark Johnston
Managing Director: Julian Shiff
Production company: RSA Films
Director: Laurence Dunmore
Executive Producer: Marjie Abrahams
President: Jules Daly
Line Producer: Michele Abbott
DOP: James Whitaker
Editorial: Bug Editorial
Editor: Andre Betz
Executive Producer: Caitlin Grady