Reporters Get an Inside Look at Chobani Headquarters

Objective:

  • Generate earned coverage across the Mexico media market to announce the launch of Chobani in Mexico, and position the brand as the first and best option for high-quality, natural yogurt among local consumers

Strategy:

  • Build relationships with local media and influencers through an exclusive interview opportunity with CEO and founder Hamdi Ulukaya, goodwill meetings, and a familiarization trip to Chobani's headquarters in New York

Results:

  • Forbes Mexico published a five-page article titled "The Steve Jobs of Yogurt Arrived in Mexico" detailing Chobani's entry into the Mexican market and the success story of Hamdi Ulukaya
    • ForbesMexico.com posted a video of the interview and the article, which resulted in an additional 2.5MM impressions and more than 1.7K shares on social media
  • The announcement of Chobani's entry in Mexico generated more than 35 media placements and over 5.8MM impressions
  • In addition, a familiarization trip to Chobani's production facility resulted in the participation of 10 journalists and more than 6MM impressions in coverage speaking about Chobani's production process and its nutritional characteristics
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