Chobani yogurt suffered some serious quality issues in Aug. 2013, and persistent consumer complaints has led the company to respond to declining sales with a full public accounting of quality control measures with a Super Bowl ad.
A 60-second Chobani commercial — in the first Super Bowl appearance for the No. 1 brand of Greek yogurt — is scheduled for the third quarter. The spot, featuring a new theme, “How matters,” is the start of a multimedia campaign that includes ads in digital and social media, events and a public relations effort. The “How matters” campaign is to continue after the Super Bowl with elements like commercials during the Winter Olympics and the Academy Awards.
What Chobani believes it offers is summarized by an announcer’s declaration: “A cup of yogurt won’t change the world. But how we make it might.”
Especially if it has mold that makes people barf.
“Farmed and Dangerous,” billed as a “Chipotle original series,” hopes to promote the company’s concerns about sustainable agriculture and the humane treatment of animals used for meat. This stealth marketing strategy, Chipotle executives say, is not about “product integration,” but “values integration.”
Food safety would be an important value.