Dive Brief:
- Chobani says its last installment of "To Love This Life is to Live Naturally" campaign which shows support for LGBT equality is in line with long-held company beliefs and is its duty as the greek yogurt leader.
- The spot depicts a same-sex couple waking up and eating Chobani Simply 100. The campaign also incorporates print and social media and is scheduled to end in September.
- Opermann Weiss launched the $15 million campaign which began in May and coincides with Gay Pride celebrations during the summer.
Dive Insight:
A leader among Greek yogurt brands, Chobani is the fifth most popular yogurt brand in the world with double-digit growth and 2.4% of the market share. The marketing revamp began last month and aims to situate it as a lifestyle brand — more than just a suite of products.
This is the company's second major marketing and branding move of 2015, as earlier this year, Chobani also made some alterations to appeal to a younger audience by printing Marvel and Disney characters on the packaging of some products.
Chobani isn't the first food company to take a stand on equality. Cheerios ran an ad with a gay couple and their adopted child in Canada last year.