Chobani, Eager to Stay on Top, Plans Massive Giveaway
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Chobani will give away at least 10 million free products in a three-week period to extend its popularity and lead in the ever-competitive yogurt industry.
The “One for All” effort kicking off Monday is meant to mark Chobani’s tenth anniversary. (Chobani was actually founded in 2005, but 2018 marks the tenth anniversary of its national rollout.) Since them, the brand has become the leading single U.S. yogurt brand, ahead of Groupe Danone’s Dannon and General Mills’ Yoplait, despite some food safety issues years ago and recent concerns voiced by consumers about what they said were some stinky yogurt cups.
The push includes TV, online, shopper marketing, in-store and other events, social, radio and other elements. One example is an Alexa skill that will allow users to get coupons for use on Amazon Fresh and Prime Now.
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