OOH / Print
Digital / Social
What goes into making your food matters. Which is why Chobani set out on their #HOWMATTERS campaign to make the promise to their consumers that everything they did to make the perfect yogurt was honest, natural, and of course delicious.Showcasing the ingredients and yogurt throughout the campaign was the overarching mnemonic - show the consumer exactly what they're buying and eating.
In conjunction, we pulled off a social stunt around the insight that consumers were on social media lauding the yogurt, but begrudging about the fact that their spoons couldn't quite get every last drop out of Chobani's cups. So we crafted an all-natural wooden spoon that perfectly fit the cups' mold and sent the to the social media users to help satisfy their hunger and need for more Chobani yogurt.
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