Yogurt maker Chobani has launched a multi-channel campaign for its latest Chobani Complete line of nutritious foods and beverages. The company introduced an interactive Instagram Story to let photo-sharing app users “tap to solve” a puzzle that shows the ingredients of Chobani
Chobani’s multi-channel campaign for its lactose-free Chobani Complete promotional strategy aims at reaching a younger audience of health-conscious people who are heavy users of social media and streaming service. Generation Z generally prefers portable functional snacks and has added health benefits, an eating habit that will influence yoghurt sales gains in the next few years, according to a research report from the NPD Group cited by Food Navigator. While the yoghurt category has grown more crowded in recent times, there are pockets of strength in plant-based products and also negatively affecting total sales to individual brands, the Wall Street Journal reported.
Chobani will reach the targeted audience for on-demand audio content by running advertisements on Spotify and sponsoring playlists. Twenty-six per cent of the 299 million monthly active users of Spotify are in North America, about 78 million people and approximately 38 million are listening to their ad-supported version. As per the quarterly report, the company predicted that by the end of 2020 the global consumer base would be rise 10 per cent to 16 per cent.
Although Spotify has been increasing its podcast content library over the past few years, Chobani’s ads will appear in podcasts such as the “The Jillian Michaels Show,” which will also be carried on other platforms.
Chobani can engage mobile users with a branded experience that will likely leave a longer-lasting impression than a static post or video insert, with its gamified Instagram Story. There are a lot of brands have included gamified content to attach with viewers on mobile devices, including times when they are also watching TV in the background.
Last month, Chipotle Mexican Grill launched two advertisement campaigns that encouraged people to take part in gamified content, including a Chipotle IQ test that asked consumers about their brand awareness and also a chance to win food by predicting the outcome of sporting events. Burger chain Jack in the Box ran a gamified ad experience with Spotify that offered listeners a chance to win food and advertised the game with audio spots of 30 seconds.
