NORWICH, NY: Greek yogurt brand Chobani will continue its AOR relationship with Weber Shandwick for PR following recent changes made to its ad agency partnership with Droga5.
On the ad side, Droga5 will work with Chobani on a project basis, rather than serving as AOR, according to a source with knowledge of the situation. No changes will be made in terms of how the yogurt company works with Weber, the source added.
Chobani representatives declined to comment, and Weber executives were not immediately available for comment.
Weber was brought on as AOR in September 2013, following a competitive review. FleishmanHillard previously handled PR for the brand for about four years.
A year later, Chobani hired Michael Gonda, formerly VP and director of corporate communications and corporate issues at Weber, to serve as VP of corporate communications.
Last month, Chobani’s experiential marketing director, Ted Sabarese, left the company to take on the new role of regional creative director for North America at Porter Novelli.
The company announced its plan to open a food incubator in New York City near the end of last year, with the goal of investing in up to 10 innovative startups.
Last April, media reports revealed that Chobani accepted a $750 million investment from private-equity firm TPG in anticipation of a potential IPO.