Retail Refresh
Brand Strategist
Challenge
Extend the Chobani brand into the pet food category.
My Role:
Brand audit
Consumer profiling
Category research
Creative mock-ups
Press release
Deck narrative
Pitched project
Situation
Chobani is on a mission to bring better food to more people, and now wants to extend its mission to include pets.
Opportunity
Dog food brands on the market have been accused of making false health claims, resulting in a loss of consumer trust.
Cultural Truth
People treat their dogs like children: They want what's best for them, and seek to feed them nutritious foods.
Insight
Yogurt has many health benefits, not only for humans, but for dogs.
“Yogurt in small amounts is totally fine for dogs to eat. It can actually help promote digestion and contains bacteria that is good for their gut health.”
- Jennifer Fetterman, DVM
Strategy
Köpek: A speciality line of yogurt based dog treats by Chobani.
Soft Bites
Yogurt Bowl
Squeeze
Yogurt infused biscuits
Stored at room temperature
Resealable bag
Price: $9.99
Yogurt in a wide 'dog approved' bowl
Tastes great frozen
Sold individually & in packs of 4
Price: $2.99
Easy to use package
Mix with dry food to enhance taste
Help with medicine
Price: $6.99
Flavours
Plain
Blueberry
Strawberry
Raspberry
Promotion
Press Release
Notify consumers that the Chobani brand is breaking into a new category. Focus on highlighting the various health benefits of introducing yogurt into a dog's diet.
In-store
Sponsor training classes at pet stores such as PetSmart & Petco. Reward dogs with Köpek.
Introduce Combo Packs at current Chobani retailers. Stocked next to Chobani to increase brand awareness & encourage social sharing.
Community
The Köpek dog food truck will tour dog parks across the U.S. giving out swag, samples, & percentage off Köpek treat coupons.
