Chobani has named Mary Fowler as the face of its new ‘Game changer’ campaign as High Protein Drinks roll out nationally.
The integrated platform has launched as Chobani’s locally made High Protein Greek Yogurt Drinks go national, marking the brand’s first move from yogurt into drinks.
The campaign supports Chobani’s entry into the Australian protein drinks category, with the range now available through Woolworths, Coles, IGA, 7-Eleven, OTR and selected Ampol, BP, Reddy Express and convenience stores.
Created by Special, the ‘Game changer’ platform is built around a shared belief in challenging expectations. While Chobani has redefined what a high protein drink can be through natural protein from 100 per cent fresh milk, Fowler has built her career by doing things her own way and challenging conventional expectations of elite athletes.
The launch comes as demand for protein-rich food and beverages continues to grow in Australia.
Chobani’s High Protein yogurt portfolio grew 81.5 per cent in value in the quarter to 6 September 2026, ahead of the segment’s 39.2 per cent growth.
“Australian consumers are increasingly looking for convenient ways to get more protein into their day, but they don’t want to compromise on taste or ingredients. This isn’t simply a new product launch. It’s an important milestone for our business and an opportunity to take Chobani beyond yogurt, giving Australians a new way to enjoy the quality and nutrition they know us for,” said Chobani Australia general manager, marketing Ellie Vince said.
“Mary is a game changer in every sense. She’s one of Australia’s most exciting sporting talents, but it’s her confidence to take her own path that made her the perfect fit for this platform. We wanted a partner who genuinely embodied the spirit behind the campaign, while helping us introduce the category to a much broader audience,” she added.
“I think being a game changer is about being open to learning, finding what works for you and making a difference in your own way. That’s something I like about Chobani. They’re always looking at ways to do things differently, while still focusing on quality. Their new High Protein Greek Yogurt Drinks are a good example of that,” said Fowler.
The integrated campaign spans out-of-home, digital, social, retail, sampling and PR, with media planned and bought by Hatched Media.
