American yoghurt brand Chobani will launch its first integrated marketing campaign in Australia next week, following the product launch in New South Wales last November.
Created by Leo Burnett New York, the 'Love' campaign features the tagline 'It’s crazy to love a yogurt this much' and includes outdoor and in-store advertising as well as social media.
In support of the above-the-line campaign, Chobani will also launch a dedicated sampling truck called the ‘ChoMobile’. The ChoMobile is a customised trailer which will give out free cups of Chobani at events around the country. The truck will make its debut at the Antipodes Greek Festival, Lonsdale Street Glendi, Victoria this weekend.
The brand expands into Victoria this week and will be available in Woolworths stores throughout the state. The company is also undertaking a $20m expansion of its Dandenong plant with plans to manufacture Chobani in Australia from mid 2012.
Credits: client Chobani, agency Leo Burnett New York