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Reading: Chobani Unveils New Brand Campaign Via Cummins&Partners
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B&T > Campaigns > Chobani Unveils New Brand Campaign Via Cummins&Partners
Campaigns

Chobani Unveils New Brand Campaign Via Cummins&Partners

Susan Shrimpton
Published on: 25th June 2021 at 7:35 AM
Susan Shrimpton
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Cummins&Partners has redefined what the next decade will look like for Chobani in its new brand campaign Food Made Good. Building on the four years of partnership between Cummins&Partners and Chobani, this campaign was born through strategic leadership to uncover the truth at the core of the brand and bring it to life through a fully integrated creative:media approach.

“We are redefining what this brand means for the next decade. Chobani has always been a leader in the yogurt category but this represents the next evolution of the brand,” said Sean Cummins, chief creative officer, Cummins&Partners.

Food Made Good voices the company’s commitment to making high quality, nutritious and delicious food accessible to all, and challenges the wider food industry to improve the standards of food for everyone. Cummins&Partners has purposefully tapped into the cultural zeitgeist where consumers want more from brands than just a product. They want to see brands that believe in quality first, and are socially responsible, to be a driving force of change.

“This draws a line in the sand, hitting home that Chobani brings so much more than yogurt to the table,” said Damian Young, GM marketing, Chobani

The campaign launches at the 10th anniversary of when founder Hamdi Ulukaya first brought the yogurt company to Australia from the United States.  Founded in 2005, Chobani has had a long-standing belief in and a commitment to making high quality, delicious food for everyone. Chobani believes in doing things the right way and not the easy way and this comes to life in everything they do.

“Anyone can copy our food, but they can’t copy what we stand for, what we believe in,” said Young.

Cummins&Partners’ outstanding integration of strategy, creative & media is seen across the campaign and gives it an edge whether it be through the clear and innovative strategic thinking, bold creative or the carefully procured media.

 

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By Susan Shrimpton
I am a creative and innovative Executive Assistant/Office Manager with a focus on talent and culture, and with many years experience in industries ranging from Music Production, Advertising, Hospitality and Fashion. I am truly passionate about people, culture and brand experience, and I have proven to be self-motivated, loyal, articulate and endlessly positive. I thrive in multi-tasking roles and pride myself on my ability to foster great working relationships and influence peers at any level.

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