THE ASK.

Create a pet food line for Chobani. 

COMPANY BACKGROUND.

Beginning:

Founded in 2005 with the goal of starting a new food movement in the U.S.

Mission:

Bringing better food to more people.

Brand Values:

Giving back, innovation, & making products that matter. 

“The most important thing we make is a difference.

It’s always been about more than yogurt.”

MEET A “CHOBANIAC."

Name: Marie

Age: 32

Household income: $160,000

Occupation: HR Manager

Family: 2 Human babies, 1 Fur baby

Lifestyle: Healthy 

Marie works out 6 days a week. She owns a Peleton bike & has a membership at a boutique yoga studio.

 

She is a WW member who strives to feed herself & her family balanced, nutritious meals.

Mary shops regularly at Costco, Whole Foods, and Target.

MEET OSCAR.

Currently eating: Purina Beggin Strips. 

Healthy claims:  

“No artificial colors or preservatives.” 

“Real meat.”

(Mary's fur baby)

Oscar is an important family member.

Mary recently discovered that Purina faced multiple lawsuits & product recalls. She no longer trusts the brand.

Mary wants to feed Oscar treats that are healthy & affordable. 

INTRODUCING

A speciality line of 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

KÖPEK FLAVORS.

Plain - Gastrointestinal benefits & great source of protein 

Blueberry - Strong immune system & healthy skin 

Strawberry - Packed with healthy vitamins

Raspberry - Helps relieve arthritis pain

WHERE TO BUY.

In-store

Online

KÖPEK 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

Training Classes

Sponsor classes at pet stores such as PetSmart & Petco. Reward dogs with Köpek.

Combo Pack

Sold 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 BROAD & DOOLEY. 

Chris Bates, CBM - Package & deck design

Jim Beckman, CBM - Primary research, product placement, & pricing

 

Alana Loveys, CBM - Consumer profiles, deck content/storytelling, promotion, mock-ups, & press release

Halle Sinnott, CBM - Product concepts, package mock-ups, & deck layout

All - Secondary research, idea generation, & pitch presentation

Email  loveysa@vcu.edu

Cell  +1 804-999-1930​