Greek yogurt brand Chobani has debuted a new brand platform, including a digital advert featuring some of its own employees.
The new platform is accompanied by the tagline ‘believe in food’, and will showcase the potential for food to bring people together.
In less than ten years, the company has become a model for innovation and leadership, with a mission to provide better food to more people. Last year, it developed an incubator programme for start-ups and entrepreneurs looking to challenge the natural food industry and founder Hamdi Ulukaya gifted more than 2,000 of its own employees a stake amounting to 10% of the company.
The brand will now put its talent in the spotlight again, debuting a new spot titled Fruit Symphony featuring some of its own employees.
Directed by Academy Award-winner Michel Gondry, the advert sees pieces of fruit like bananas and coconuts transformed into musical instruments to highlight the real fruit content of Chobani’s yogurts.
It is set to the song What the World Needs Now is Love. The choice of song is seen as a rebuke to the increasingly divisive Trump administration and increasing scepticism around the world of globalisation. Ulukaya has previously been a vocal supporter of Syrian refugees, donating $700 million of his own personal fortune to the cause, while Chobani has remained relatively quiet on political matters since Trump took office in January.
The full breadth of the campaign will include broadcast, digital, PR and social elements throughout 2017.
“Chobani has always been a different kind of company, putting people first – from our employees to our communities to our farmers and fans,” said Peter McGuinness, chief marketing and brand officer for Chobani. “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.”
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