Chobani

Doron Stern, VP of Marketing
Niel Sandfort, Brand Manager

Gotham Inc. *Lead Agency

Merideth Peck, Strategist
Alissa Villarreal, Account Supervisor
Steve Lundberg, Associate Creative Director
Natalie Chambers, Associate Creative Director
Marty Orzio, Chief Creative Officer
Lyle Tick, Managing Director
John Heath, Head of Strategic Planning

Media Partnership

Donna Cataldo, VP, Account Director

This is the story of a young yogurt company going head-to-head with industry goliaths who controlled two-thirds of the market and had 20X the budget. This case explains how with fresh eyes we were able to see flaws in category conventions and introduce our yogurt in a completely new way. A way that we discovered was true to how early adopters felt. It shows how far an underdog brand can go when they take the emotional high ground, appealing to consumers hearts, not heads. All the way to the top.