Chobani: 2012 Launching America's Favourite Yogurt

A Year in Review

• Shopper Marketing
• Brand Experience
• Integrated Campaign
• Word of Mouth
• Community Building

If 2011 was the year we began our exciting partnership with Chobani by helping develop their Australian market entry plan, 2012 was the year we put theory into practice and helped launch one of the most exciting brands to hit our shores and shelves in the last decade - 'fastest growing business in the history of business' [Source:Forbes].

With the year now successfully put to bed and 2013 gathering momentum, here is a quick summary of some of the fun we have had over the last 18 months:

• Market entry strategy
• Engagement planning
• Designing & production of the CHOmobile
• Roadshow management - Connecting with over 400,000 yogurt lovers
• Key Influencer campaigns
• Shopper Marketing - Building share and category growth 

Below are a few of our favourite moments...

 

It all started with designing and building Australia's Favourite Food Truck.

7,000 pots of Delicious Goodness inside! 

 

 

We then hit the road, negotiating 10 sponsorships and building the love with over 400,000 yogurt lovers.

 

Beachley Classic Chobani Sponsorship

 

Blown away by the reaction we got, we started the social media journey, picking up fans aplenty on the way.

Then wanting to reward our key influencer network we sent them Beautiful Boxes of everything Chobani.

 

And provided personalised deliveries of Chobani to their networks, resulting in over 100,000 pots delivered via personal recommendation.  

Then as the weather hotted up, we introduced shoppers to the Summer's healthiest iced treat.

CHOpops, full of flavour at 0% fat.

 

 

and even though it was a GWP, over 1,000 units were purchased for $11.99 as a standalone item, becoming one of Woolworths most successful new products not included on the plannogram!  

 

 

And to cap it all off, the team at Chobani picked up Woolworths Supplier of the Year.

 

 

 

Finally, a kind word

 

PETER MEEK: CEO CHOBANI AUSTRALIA

'I have worked with Alan and the team at the Round Table for the last 14 months and he and the team are true partners in our business and have been instrumental in helping us evolve. From strategy to excellent execution they have helped us in all components of our Marketing Mix and they are simply the best special events company I have worked with in my 20 years of Marketing. Underpinning this is their passion for our brand, their energy to make a difference always with a sense of fun and the authenticity to do the right thing by all stakeholders.'

 

 

Post: The Round Table Communications