Chobani Australia – Project Charlie Brown

ABOUT

Chobani, Australia’s #1 yogurt brand, released a plain, low-fat and lactose-free yogurt for dogs. Exclusively sold in the chilled pet food section at Woolworths supermarkets, Daily Dollop yogurt was positioned as a healthy option to introduce into dogs’ diets and serve as an addition to daily meals, an easy snack or as a mix-in to spice up dry food.

THE BRIEF

Progressive PR & Communications (PPR&C) were briefed to deliver a national PR campaign to launch and promote Chobani’s brand-new yogurt for dogs.

OUR RESPONSE

The original plan was to create an event / activation outside a Woolworths store in Melbourne on International Dogs Day with media and influencers to promote the product however due to the COVID-19 pandemic and restrictions on outdoor gatherings, the campaign strategy pivoted.

It was decided that some strategically placed news stories to announce the new product would be the best way to kick start the campaign. To do this, PPR&C drafted and distributed a media release, and a national media list spanning across print, TV, radio and digital. A photoshoot for editorial images was then coordinated and placed in media. Finally, we pitched and followed up with the story placement.

OUR OUTCOMES

We achieved our goal!

The campaign received 40 mentions which reached a cumulative audience of 1,341,875 and achieved an advertising space rate of $309,610. In particular, the story ran as upfront news in the Herald Sun, Daily Telegraph, Adelaide Advertiser, Courier Mail, and across the HIT Network off the back of the NewsCorp stories. Additional coverage includes Delicious, Geelong Advertiser, Daily Mail, Yahoo, ARN Digital Network, UrbanList, Thrillist and Better Homes and Gardens. An interview with Dr. Brooke aired on the 3AW Drive program.