Chobani redefines yogurt category with ‘Food Made Good’ campaign via Cummins&Partners
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, this campaign was born through strategic leadership to uncover the truth at the core of the brand and bring it to life through a fully integrated creative:media approach.
Says Sean Cummins, chief creative officer, Cummins&Partners: “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.”
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.
Says Damian Young, GM marketing, Chobani: “This draws a line in the sand, hitting home that Chobani brings so much more than yogurt to the table.”
The campaign launches at the 10th anniversary of when founder Hamdi Ulukaya first brought the yogurt company to Australia from the United States. Founded in 2005, Chobani has had a long-standing belief in and a commitment to making high quality, delicious food for everyone. Chobani believes in doing things the right way and not the easy way and this comes to life in everything they do.
Adds Young: “Anyone can copy our food, but they can’t copy what we stand for, what we believe in.”
Cummins&Partners’ outstanding integration of strategy, creative and media is seen across the campaign and gives it an edge whether it be through the clear and innovative strategic thinking, bold creative or the carefully procured media.
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
Sound House: Ultrasound6
Composer: Al Harding
Composer: Sam Harding
10 Comments
Great spot! Great product! Would love to see the steel cut oats in there
That is a bloody good internal video.
killing it Lily.
Craving a yogurt just about now
Strong animation
Got some really distinctive assets going on there if they stick with those visuals long enough for it to become ingrained as part of the brand.
Slightly suss of the ‘do gooder, righteous, purpose-led’ vibe seeing as it’s a dairy product and we all know what that entails.
But without my Vegan hat on, it’s good I think
Nice animation. Pompous script.
Saw this on TV the other night. Stunning art direction, illustrations and animation.
Stunning spot! Great to see some young creatives: Annabel Begeng + Lily Lazzarotti making such high-quality work! I wish there was more animation like this out in market, so underrated as a medium in advertising. Go team, go cummins.
what an animation, pwoah!!
great spot, weak sound though…library music by the sound of it and lacking sound evocative sound design.