NORWICH, N.Y., April 10, 2017 /PRNewswire/ -- Chobani LLC, maker of America's #1 Greek Yogurt brand and the second largest overall yogurt manufacturer in the U.S., today announced its continued commitment to the company's deeply-rooted belief in the power of food, innovation, and community with a brand platform and company mantra, "Believe in Food." Following two product centric ads that launched earlier this year, Chobani is releasing a new anthemic spot about food bringing us all together.
In less than 10 years, the company has become a model for innovation and leadership. Its journey has become an example of how a modern food company can have a positive and transformational impact on communities and supermarket aisles alike. Chobani's founding mission is to provide better food to more people, rooted in the belief that access to delicious, nutritious, natural and affordable food is a right, not a privilege.
"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. "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."
The campaign will debut a new spot titled "Fruit Symphony," featuring Chobani's employees alongside musicians and vocalists singing "What the World Needs Now is Love."
Directed by Academy Award-winning filmmaker and screenwriter Michel Gondry, the spot pairs vocals with unconventional technology—literally harnessing fruit into instruments, like banana pianos and coconut drums. Real fruit, real people and nothing artificial. Like Chobani's products.
Six employees from Chobani's North American factories, with roots ranging from Chobani's local communities in Upstate New York and Twin Falls, Idaho to India and Thailand, were selected from an all-employee open casting call.
The full breadth of the campaign will include broadcast, digital, PR and social elements throughout 2017 and beyond.
Why "Believe in Food" Was Born
Furthering the brand's mission to provide better food for more people, the campaign is grounded in three of the company's foundational and core values:
- Food: Chobani believes that every food maker has a responsibility to provide more people with better options.
- People: Chobani wants to inspire a new way of business and a new way of work. Chobani believes that when businesses operate responsibly, generously and equally, they can bring good and help change things for the better.
- Community: Since day one, Chobani has promoted diversity and inclusiveness within its workforce because it knows that its communities are stronger when people are given opportunity and access.
For more information on Chobani's new campaign, its beliefs, values and products, visit www.chobani.com/believeinfood.
Maker of America's No. 1–selling Greek Yogurt brand and the second largest yogurt manufacturer in the U.S., Chobani, LLC, was founded on the belief that people have great taste—they just need great options. Chobani produces high-quality authentic strained Greek Yogurt products made with only natural ingredients from its plants in New Berlin, N.Y., Twin Falls, Idaho and South Victoria, Australia. Chobani is committed to using milk from regional farms and strengthening its surrounding local economies. Chobani gives a portion of its annual profits to charities worldwide through the company's charitable foundation. In 2017, Chobani was recognized by Fast Company as one of the top 10 most innovative companies in the world. All Chobani products—including Chobani® Greek Yogurt, Chobani "Flip"™, Chobani Mezé® Dips, Drink Chobani™, Chobani Tots®, Chobani Kids® and Chobani Simply 100®—are kosher certified, contain five live and active cultures and are made with milk from cows not treated with rBST.* Chobani products are available nationwide in the U.S., Mexico and Australia, and in countries in Asia and Latin America. For more information, please visit www.chobani.com and www.facebook.com/chobani.
Blair Aires / Blair.Aires@chobani.com / 913-485-7636
*According to the FDA, no significant difference has been found between milk derived from rBST-treated and non-rBST-treated cows.
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