Hasta La Creative!

Chobani is refreshing its brand marketing this week, a move it says just happens to coincide with major press exposure.

A campaign debuting Monday comes a day after Chobani and its founder, Hamdi Ulukaya, were featured on “60 Minutes.” It also comes after the release of a lengthy April cover story in Fast Company profiling Mr. Ulukaya, which both Chobani and the founder himself shared on social media.

Of course, the “60 Minutes” and Fast Company pieces are not advertising, and Chobani did not pay for them. Still, the Greek yogurt marketer’s communications team likely did plenty of outreach to try to convince journalists to work on those pieces and dozens of stories out there on decisions to offer profit-sharing and paid parental leave, the fact that it employs hundreds of refugees, or how it recently began mentoring some startups through its Chobani Food Incubator.

Continue reading at AdAge.com