Raisa Ver

Chobani has become one of the best performing yogurt brands, especially in the Greek sub-category. For the brand to expand, the client needed to know what opportunities there are to capture non-yogurt eaters or non-Greek yogurt eaters.

 

As a strategic account planning team, we generated cultural, product, consumer, competition and media insights. The team conducted extensive primary and secondary research and focus group discussions. Overall, the research involved 350 participants.

 

Findings from the research lead the team to the overarching idea of Back to Basics.

 

Download the account planning book here.