Greek-yogurt brand Chobani has named indie digital boutique Big Spaceship its agency of record for its kids-focused Champions line.
The Brooklyn-based agency will handle all marketing for the children's brand, including branding, package design, digital, mobile, social and brand partnerships.
While Chobani is the leading Greek-yogurt brand in the U.S., sales for Champions could use a lift. Champions accounted for a fraction of 1% of Chobani parent Agro Farma's more than $278 million in sales for the year ended Feb. 20, according to SymphonyIRI. Interpublic Group of Cos.' Gotham handles advertising for brand Chobani, which launched its first national ad push in February.
With big marketing efforts from No. 2 Greek-yogurt brand Fage and its agency Mullen, and existing yogurt behemoths Yoplait and Dannon looking to gain from the explosive growth of the category, Chobani is looking to diversify its product line to stay ahead.
In the kids' yogurt category, Chobani Champions will go up against Yoplait GoGurt, the leader in kids-focused yogurt with more than $134 million in annual sales for the year ended Feb. 20, according to SymphonyIRI.
During the first four months of 2011, Chobani spent about $9 million in U.S. measured media, according to Kantar Media. No data is available for 2010 spending.
Agro Farma's president and founder, Hamdi Ulukaya, is speaking at Ad Age 's Small Agency Conference in Denver this month.