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Chobani is committing to Snapchat in a bigger way, paying to be part of its College Game Day Live story with an effort that kicks off Saturday.
The push by Chobani, the popular and growing Greek yogurt brand, marks the first time that it has created content for a specific Snapchat story.
The 10-second piece of content debuting on Saturday will be integrated in two slots in the story, which aggregates content from a mix of fans, said Jessica Lauria, senior director, brand communications at Chobani. Then, additional Chobani content will be embedded on Nov. 14 and Nov. 27, the day after Thanksgiving, which kicks off a busy weekend of football games.
Chief Marketing Officer Peter McGuinness said Chobani is making the bigger, paid effort after finding that Snapchat "turned out to be a great communication channel."
"It's turning out, for lack of a better term, to be a targeted media channel where they're guaranteeing certain impressions," said Mr. McGuinness.
The content was created for Snapchat, where videos post vertically and can cover the full screen of a smartphone.
"We specifically created this content for this Snapchat buy," Mr. McGuinness said. "We're not going to take this content and spread it across everything we do."
Chobani has been on Snapchat since the beginning of the year, with posts showing some of the "limited batch" flavors it was launching. It's also posted footage from events such as the Sundance Film Festival, as well as the Aspen and Chicago Food and Wine Festivals. The new effort, produced with assistance from field marketing firm GMR and IMG, takes the relationship with Snapchat to a new level as the brand courts millennials and other young users of the app.
"We are always looking for innovative platforms and when Snapchat came along we knew we wanted to be there," said Ms. Lauria.
Snapchat markets itself to advertisers as the best way to reach 13 to 34-year olds. According to its data, 86% of its audience is 13 to 34 years old. The largest group, 37%, are 18 to 24 years old, a statistic that meshes well with a push aimed at college football fans.
Meanwhile, there could be an appetite for the yogurt company itself. In August, Bloomberg reported that Chobani LLC was working with Goldman Sachs to look into selling a minority stake in the business. Earlier this week, Reuters reported that PepsiCo and Coca-Cola were among the companies in talks to invest in Chobani. A spokesman for Chobani, which continues to see strong sales growth, declined to comment.