THE BRIEF

The # 1 selling yoghurt brand in Australia, Chobani developed an on-pack promotion during COVID, giving away 50,000 pairs of active wear.

They wanted to leverage PR to promote the on pack giveaway.

OUR RESPONSE

We tapped into the news cycle and looked at what media and the public were talking about - in the thick of COVID - from memes of drinking in dressing gowns to baking sourdough and cocktails in coffee cups.

One of the reoccurring themes was people living in their active wear. We commissioned an Omnipoll research piece to find out when and why people were wearing their activewear - the Chobani ‘Actual-Wear Survey’ – how Australian’s ACTUALLY wear their active wear.

RESULTS

Armed with data, video content and imagery, we released the survey results to media across Australia, with a News Ltd print exclusive to kick off the story.

Media coverage ran across the country and was mix of print, digital and online media as well as radio news reports.

In a challenging time for media coverage – when it was all bad new stories – we created a little light to the shade with a cheeky story, capitalising on a moment in time.

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