To generate buzz for its veggie ‘Meze’ dips that hit grocery store aisles this month, Chobani has transformed a $12m New York City townhouse into an “edible” home with indoor gardens, vegetable-laden walls and chandeliers made of greens.
Created in partnership with Olson Engage, the house is part of a sweepstakes that Chobani is running ahead of the Fourth of July. Between now and June 24, fans of Chobani are encouraged to share their “favorite way to dip” with the brand. Chobani will then select a winner who will have the chance to bring three guests to the house over Fourth of July weekend.
According to the company, the house was designed in partnership with local landscapers and chefs, and contains more than 25 varieties of produce that serve as “edible spoons.”
Peter McGuinness, chief marketing and brand officer at Chobani, said of the stunt: “This is a holiday that’s all about spending time in the places you love, with people you love. Our home was a fun way to come together with super passionate people and create something beautiful and natural to share with our fans. It’s highly reflective of how we make and market our food.”
The brand’s Greek yogurt-based ‘Meze’ dips, which come in flavors including roasted red pepper, chili lime and smoked onion parmesan, mark the first time that Chobani is selling a product outside of the yogurt aisle. The dips are available in deli aisles at grocery stores and, according to the brand, contain 80 percent less fat and 65 percent fewer calories than leading brand of hummus.
See more photographs of the house below: