How Chobani Is Using the Power of Food in Its New Campaign

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The company aims to expand on its ‘Believe in Food’ mantra and brand platform

The company aims to provide quality food to more people.

Food has the power to change the world, and that’s exactly the message that Greek yogurt company Chobani wants to convey in its latest campaign. Through the campaign, Chobani says it wants to achieve precedence in the food industry as a company looking to make an impact on communities.

According to the company, its “Believe in Food” mantra was created to encourage social responsibility to provide consumers with “better options,” inspire businesses to operate “responsibly, generously, and equally,” and promote diversity and inclusiveness.

"Chobani has always been a different kind of company, putting people first — from our employees to our communities to our farmers and fans,” Peter McGuinness, chief marketing and brand officer at Chobani, said in a statement. “We believe that when a company stands for something even bigger than its products, it has the ability to bring people together and be a positive force for good. There's a lot of goodness that goes into every cup, and we wanted to tell the story of the people who make our delicious, nutritious products.”

In one of the ad spots called “Fruit Symphony,” six Chobani employees sing “What the World Needs Now is Love,” while using fruit as instruments. The spot was directed by Michel Gondry, an Academy-Award winning filmmaker. Four other spots are more product-focused, featuring Chobani Flips and drinks.

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As part of its brand mission to “Believe in Food,” Chobani also has Chobani Food Incubator, a mentorship program that supports food entrepreneurs looking to revolutionize the industry. The most recent program, which ran from October 2016 to March 2017, featured startups such as Banza, CHOPS Snacks, Cissé Cocoa Co., JAR Good, Kettle & Fire, and Misfit Juicery.