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CHOBANI UK LAUNCH
Following its success in the US, Chobani launched in the UK — a far more competitive yoghurt market — without a traditional above-the-line campaign.
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The strategy focused on driving trial through a combination of live summer events, shopper marketing, and a social-first digital approach. A three-phase sampling programme gave over one million UK consumers their “First Taste” of Chobani, encouraging them to share experiences via Instagram and Facebook, with performance tracked through social analytics.
Role and responsibilities: Strategy, Concepts, Social Media and Design Direction
GMR Marketing 2013
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