Chobani versus Yoplait, who will win in the war of light Greek yoghurts?
Chobani Simply 100 campaign calls out US yoghurt brands Yoplait and Dannon for having artificial ingredients in its light Greek yoghurt.
The 40-second ads highlight Chobani’s use of all natural ingredients, and are the brands first major marketing push for Simply 100, even though the line launched in 2014.
Chobani chief marketing officer, Peter McGuiness, said they were late to the game with its light yoghurt range because they didn’t want to include anything artificial like its competitors, Yoplait Greek 100 and Dannon Light & Fit Greek.
McGuiness added Chobani is investing more financially in Simply 100 than it ever has previously.
This isn’t the first time Greek yoghurt brands have faced off, with Yoplait’s dissing the taste of Chobani in its 2014 Taste Off campaign.
The ads will play across US TV for 12-weeks, with print advertising also appearing in The New York Times and People Magazine. Chobani said three agencies worked on the campaign: Opperman Weiss, DDCD and Weber Shandwick.
