Chobani this month is activating a grassroots campaign encouraging people to take a break—and flip open one of its new Peanut Butter Dream, Strawberry Summer Crisp or other tasty Flip yogurt packs.
The integrated effort launched on June 3 with National Break You Make Day. It continues throughout the month, leveraging research on America’s break time behaviors, celebrity and influencer participation, grassroots and field marketing, in-store assets and free Flip samples to raise awareness for Flip and the positive impact that results from small moments of self-solitude. So far the campaign has achieved 80 million social media impressions.
“We’re putting a stake in the ground for better, more satisfying afternoon snacking,” says Peter McGuinness, chief marketing officer at Chobani. “Instead of a candy bar, Chobani Flip has nutritious Greek yogurt with a sidecar of seeds, nuts and dark chocolate to mix in that’s a great bridge between lunch and dinner. It’s an important occasion to step back, take a break and give yourself really good food that’s also good for you.”
The effort is the first physical activation around Chobani’s Love This Life campaign, a creative platform that launched in May centered on the benefits of natural living that ties to Chobani’s all-natural products. National Break You Make Day sprang from research conducted by the company that revealed that most Americans are in need of a break.
In addition to receiving free Flip at Chobani’s SoHo café and via the CHOmobiles traveling in Denver and Charlotte, NC, fans can share #BreakYouMake moments and photos for chances to win Flip and other break time-related prizes. They also can visit breakyoumake.com for break time inspiration and a dollar-off coupon for the product. Agencies: Weber Shandwick, Chicago; Opperman Weiss, NYC; GMR, Los Angeles; MARS, Detroit.