Female Opps: Chobani launches AR experience after tapping new CMO (Score 67)

Sales Lead: Chobani recently added QR codes to its Halloween-flavored yogurts and in-store displays.

• Fans can use the code to unlock a special selfie filter and an AR trick-or-treating experience.
• They can win both digital and real-world prizes.
• As you can tell from the video above, Chobani has released an accompanying campaign.
• The company will likely:
  • Continue shifting and digitizing its strategy
  • Return to higher digital spend
  • Seek new agency partners under a new CMO (more below)
• Target demographic: 
  • ​​​​​​​Millennial and Gen-X women

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Chobani hasn't utilized national TV since allocating around $5m in 2022.
  • Last year: It allocated % more, around $14.4m, in 2021. 
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The yogurt brand has spent roughly $1.3m on digital ads YTD, less than a third of the roughly $4.2m spent by this point last year.
  • YTD data: So far this year, Chobani has earned ~193.5m digital impressions, 53% via Facebook ads, 26% via Instagram ads, and 21% via desktop display ads.
    • Top site destinations for this year's desktop display ads include walmart.com, target.com, foodandwine.com, sheknows.com, and msn.com.
  • Last year: Chobani's estimated full-year 2022 spend decreased by 54% to $4.3m from that of $9.3m in 2021.
• Additional channel insights  
  • The company invests in Google Ads along with digital, OOH, Facebook and Instagram ads.
  • Chobani sponsors podcasts such as The Kara Goldin Show and Sibling Rivalry.
  • The company utilizes short-form DRTV ads.
    • It has incredibly highly concentrated network TV coverage and will not likely launch a campaign soon.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out soon to get on the radar of Thomas Ranese, who became Chobani's CMO last month.
• Current agency roster:
  • In-House: Creative
  • Horizon Media​​​​​​​: Media buying AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics