Chobani redefines its position in the yoghurt category via Cummins&Partners

24 June 2021

2 2
The campaign launches on the 10th anniversary of the brand's entrance into the Australian market.

Cummins&Partners has redefined what the next decade will look like for Chobani in its new brand campaign Food Made Good.

Building on the four years of partnership between Cummins&Partners and Chobani, the campaign uncovers the truth at the core of the brand.

It is brought to life through a fully integrated creative and media approach.

“We are redefining what this brand means for the next decade. Chobani has always been a leader in the yogurt category but this represents the next evolution of the brand,” Cummins&Partners chief creative officer Sean Cummins says.

Food Made Good voices the company’s commitment to making high quality, nutritious and delicious food accessible to all, and challenges the wider food industry to improve the standards of food for everyone.

Cummins&Partners has purposefully tapped into the cultural zeitgeist where consumers want more from brands than just a product.

They want to see brands that believe in quality first, and are socially responsible, to be a driving force of change.

“This draws a line in the sand, hitting home that Chobani brings so much more than yogurt to the table,” Chobani general manager of marketing Damian Young says.

The campaign launches at the 10th anniversary of when founder Hamdi Ulukaya first brought the yogurt company to Australia from the United States.


Client: Chobani
Managing Director: Lyn Radford
General Manager – Marketing: Damian Young
Marketing Manager: Steven Blakers
Brand Manager: Joyce Mitchell
Creative & Media: Cummins&Partners
Chief Creative Officer: Sean Cummins
Creatives: Annabel Begeng, Lily Lazzarotti
Group Account Director: Kyle Berns
Integration Manager: Kinsella Bruck
Strategist: Brad Hill
Connections Director: Marco Norder
Associate Connections Manager: Callum Was
Senior Connections Executive: Maddy Toft

Executive Producer: Karley Cameron
Print Producer: David Findlay
Senior Retoucher: Ed Croll
Senior Finished Artist: Esmeralda Barbuto
Graphic Artist: Emma Shaw
Production: The Jacky Winter Group / Flutter Films
Artist: Shan Jiang
Lead Producer: Anne-Maree Shelton
Executive Producer: Li Liang Johnson
Animation Director: Domenico Bartolo
Animation Producer: Su Mei Chia
Animation Team: Stephen Elliget, Andrew Gibbs, Dustin Nguyen, Marta Tesoro, Elena Dunwoodie, Jeric Ilagan

Latest Campaigns

comments powered by Disqus