Chobani has linked up with one of the industry’s top creative shops, Wieden+Kennedy. The Portland indie was named as lead creative agency for the Norwich, New York natural food company and maker of the country’s top Greek yogurt brand. Chobani split from Droga5 in 2015 and named Horizon Media, another independent, as its media agency of record. Wieden+Kennedy won the work after an agency review.
All work will come out of the Portland office and the first round of creative is slated to launch in Q1 of 2017.
“This is an exciting time of high growth for us,” said Chobani CMO Peter McGuinness. “We’re proud to be evolving our internal team and our tech and creative capabilities, and proud to be partnering with the best agencies in the world to help tell our story.”
Added Tom Blessington, managing director of Wieden+Kennedy Portland: ”It's a dream come true when you find a client who is known for making bold moves, shares your independent spirit and values, and most importantly, believes in the power of creativity. Chobani is all that and more."
Additionally, the company also announced that Lisa Gralnek has joined as VP of emerging platforms, reporting to McGuinness. Kwame-Taylor Hayford will also join the company in October 2016, serving as managing director to lead creative technology and integrated production for the brand, reporting to CCO Leland Maschmeyer, who was appointed to the first-ever position for Chobani during the summer.
Chobani, for its part, is not shy about making a splash in unique and creative ways, including a notable summer project where a New York City townhouse was transformed into a veggie lover’s dream, promoting the brand’s new line of dips. The brand is also an official sponsor of the US Olympic and Paralympic teams and has long made an impact with the partnership.
According to Adweek and Kantar Media, Chobani spent around $20m on paid media in the first half of 2016, in comparison to $30m in all of 2015.