NORWICH, NY: Yogurt brand Chobani has launched an interactive campaign targeting families to promote its yogurt line for children, Chobani Champions.
The effort, which includes events, social media channels, and apps, was created with the idea that “all kids are champions,” said Nicki Briggs, director of communications at Chobani.
“Champions are caring, courageous, imaginative, and active,” she said, “and those are the four pillars of the campaign. So everything we developed has been around the notion of helping kids really become those four pillars while doing it alongside their parents.”
A key campaign element is the Chobani Champions tour bus, which will be driven up and down the East Coast to engage consumers and give out samples of the yogurt line. The bus will kick off its tour tomorrow at Chobani's “Life is Good” festival in Canton, MA, and it will stop in Boston, Hartford, CT, and Miami to build playgrounds in areas of need through a partnership with nonprofit KaBoom. The partnership was facilitated by Fleishman-Hillard New York, Chobani's AOR for PR for nearly two years.
Briggs added that digital is also playing a large role in the integrated effort.
“We've always been exceptionally active and vocal on Facebook and Twitter, and it will be the same for Champions,” she said.
At the beginning of this week, the company activated an app on its Facebook page called “Life is Good,” which asked fans five questions a day about the tour bus. Chobani selected 50 of its favorite answers and gave free tickets to the Life is Good festival to the fans who submitted them. The company's internal communications team of five employees manages all of Chobani's social media channels.
The company also created a mobile app called Champlify, which encourages physical activities and family games, said Briggs. One game, called “North Star,” asks children to jump on one leg like a penguin for 20 seconds. After finishing their activity, children can record it on a smartphone to win badges and trophies. Champlify games will soon also be available on the Chobani Champions website.
Blogger interaction is an important part of the initiative as well. The company is bringing a few of its “blogger friends” to the festival in Canton because Chobani treats bloggers the same as it does traditional media outlets, Briggs said.