Chobani Say ‘Hoppy Easter!’
As a leader and innovator of the yogurt category, Chobani prides themselves on doing things differently. They constantly bring new flavours to the market, delighting customers with the launch of seasonally-themed Limited Batch flavours! To celebrate this Easter, they wanted to bring the traditional Hot Cross Bun flavour to life – with a special Chobani twist.
Davidson was tasked with creating an Easter-themed Limited Batch campaign SKU in their popular flip format that would create visual disruption on-shelf, build consumer excitement, drive trial, encourage sharing, and build loyalty around the Chobani brand. The scope of this project included naming and design of the packaging and shipper.
We tapped into our expertise and research into the health-conscious consumer to hone in on the key purchase drivers. Chobani’s target audience values health, taste, and flavour, and are always looking for something different – much like the brand themselves.
We undertook a semiotics session and exploration of strategic territories to develop an innovative packaging concept in-line with the Chobani brand. We also identified an extremely busy competitive environment and small selling face as the major challenges – meaning that it was vital that the packaging not only communicated the Easter messaging but also stood out on shelves.
We solved this problem by creating an iconic and instantly loveable character – the ‘CHOBUNNY’. Inspired by an Easter twist on the Chobani logo, the packaging design offers complete messaging by combining the idea of Easter with the flavour of hot-cross buns. The CHOBUNNY design is simple, fun, and creates a visually compelling selling face. Egg-stra Easter motifs are woven throughout the packaging and even integrated into the oft-forgotten shipper, which acts as an additional campaign touchpoint.
The launch of the Limited Batch product has built significant hype around the brand in the lead up to Easter. Since releasing in Woolworths on March 31st, it has generated thousands of comments and likes across Chobani’s social media channels, driving trial of first-time buyers and excitement from customers Australia-wide.
Photography: Dan Magree | Food Styling: Lisa La Barbera