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
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.
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
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