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. 

Team

CBMs: Alana Loveys, Chris Bates, Jim Beckmann, Halle Sinnott