Top Line Idea / Plan
-Summary: This brief plan contains ideas and recommendations based on the brand/consumer insights provided with the goals of increasing awareness for Chobani among Hispanics, targeting sampling towards Hispanic consumers and exploring partnership opportunities between Chobani and Univision through TV and Experiential Marketing.
-Objectives: -Increase unaided awareness for Chobani in Hispanic consumers to at least 30% in the next twelve months. -Leverage Chobani’s general marketing campaign for the Hispanic audience.
-Ideas:
1. Feature Chobani Kids as the go-to-snack for the cast of “Pequeños Gigantes”
2. Open a stylish pop-up “Chobani Café” during Upfront 2017 in New York.
3. Open a pop-up “Chobani Café” and broadcast while …show more content…
-Partner with @305cafecito to promote Coffee flavor for breaks in Miami campaigns. -Feature yogurt-based dips with Hispanic crackers -Present plain yogurt as an alternative substitute for sour cream in Mexican recipes. -Piña Colada smooth drinkable yogurt flavor as a “healthy happy hour” option at home.
*During experiential activities, pair Plain Non-Fat and Plain Whole Milk yogurt with popular Latin American fruits that are not on Chobani flavor list such as lulo, papaya, among others.
7. Open pop-up/mobile “Chobani Cafés” and broadcast live while sampling Chobani products at grassroots community events and in-store promotions at local supermarkets and gym chains, especially those that cater to Hispanic communities such as Publix Sabor, Fresco & Más, Bravo, Presidente, Tropical, and gyms such as L.A. Fitness, YouFit, among others.
8. Sponsor Hispanic athletic competitions broadcasted on Univision and specific Hispanic teams and athletes.
9. Feature Chobani’s Hispanic employees on pertinent media opportunities.
10. Broadcast candid shots of Univision talent, crew and employees snacking with Chobani yogurt “off-camera” during commercial
-Summary: This brief plan contains ideas and recommendations based on the brand/consumer insights provided with the goals of increasing awareness for Chobani among Hispanics, targeting sampling towards Hispanic consumers and exploring partnership opportunities between Chobani and Univision through TV and Experiential Marketing.
-Objectives: -Increase unaided awareness for Chobani in Hispanic consumers to at least 30% in the next twelve months. -Leverage Chobani’s general marketing campaign for the Hispanic audience.
-Ideas:
1. Feature Chobani Kids as the go-to-snack for the cast of “Pequeños Gigantes”
2. Open a stylish pop-up “Chobani Café” during Upfront 2017 in New York.
3. Open a pop-up “Chobani Café” and broadcast while …show more content…
-Partner with @305cafecito to promote Coffee flavor for breaks in Miami campaigns. -Feature yogurt-based dips with Hispanic crackers -Present plain yogurt as an alternative substitute for sour cream in Mexican recipes. -Piña Colada smooth drinkable yogurt flavor as a “healthy happy hour” option at home.
*During experiential activities, pair Plain Non-Fat and Plain Whole Milk yogurt with popular Latin American fruits that are not on Chobani flavor list such as lulo, papaya, among others.
7. Open pop-up/mobile “Chobani Cafés” and broadcast live while sampling Chobani products at grassroots community events and in-store promotions at local supermarkets and gym chains, especially those that cater to Hispanic communities such as Publix Sabor, Fresco & Más, Bravo, Presidente, Tropical, and gyms such as L.A. Fitness, YouFit, among others.
8. Sponsor Hispanic athletic competitions broadcasted on Univision and specific Hispanic teams and athletes.
9. Feature Chobani’s Hispanic employees on pertinent media opportunities.
10. Broadcast candid shots of Univision talent, crew and employees snacking with Chobani yogurt “off-camera” during commercial