If you've ever wanted to stay in a lavish, vegetable-themed New York City townhouse, Chobani just made that possible. To promote the launch of its new yogurt dips, which the brand is calling Meze Dips, it created a contest where consumers have the chance to win a Fourth of July weekend stay in a Chelsea townhouse adorned with a living wall of vegetables and a floating pool garden.
The social promotion, from Chobani's new agency Olson Engage, kicks off today and runs until June 24. The idea is to get Chobani fans interested in staying in the house to talk about their dipping habits online and to share their favorite way to eat dip on social platforms as well as the brand's microsite.
Centering the promo around Independence Day makes sense as the holiday is the biggest dip consumption day of the year, Chobani CMO Peter McGuinness told Adweek.
"The home is a metaphor for how we make our food," said McGuinness. "We don't want to take it too seriously … it's not a literal thing, it's more of a metaphor that stands for our food selection and happens to be hyper relevant for Meze Dips, which are made out of vegetables."
With the dips, the brand moves out of the dairy aisle and into the deli aisle, a big move for Chobani, according to McGuinness.
"As a challenger brand we like to disrupt categories and so we're now entering the hummus and dip category which is a pretty interesting category," said McGuinness. "It's over a billion dollars so it's much bigger than people think."
McGuinness explained that the dip category is broken up into three buckets. "You've got your staple dips that are very high in fat and have lots of calories which is why you don't eat lots of it. They're in the chip aisle. You've got about $100 million of that; it's declining, poorly made and not on trend," said McGuinness. "Then you have dairy dips that are in that dairy aisle and mainly sour cream based, better than the others but the nutrition profile is still not great on those and that's $100-$150 million. Then you've got hummus which is three quarters of a billion dollars."
McGuinness said Chobani is looking to convert hummus consumers as hummus is an overblown "health halo." The new Meze Dips, which come in flavors like Roasted Red Pepper, Three Pepper Salsa, Chili Lime and Smoked Onion Parmesan, are allegedly healthier than the leading hummus brand with 80 percent less fat and 65 percent fewer calories.