Chobani: In For A Treat
Summary
Assignment // Create a line of pet food for Chobani.
Background // Chobani focuses on more than yogurt. Founder Hamdi Ulukaya wanted to start a food movement in the U.S. by focusing on transparency and healthy ingredients.
Insight // Dogs can eat greek yogurt.
Opportunity // Yogurt-based dog treats is the best opportunity within the dog treat category.
What did I do?
New product development // inclusive of product, packaging and flavors
Research // on the brand, category, in-store offerings
Yogurt Soft Bites
Yogurt infused biscuit treats
Stored at room temperature
Resealable bag
Price: $9.99
Freezer Bowls
Yogurt in a wide 'dog approved' bowl
Tastes great frozen
Sold individually & in 4 packs
Price: $2.99
Yogurt Squeeze
Easy to use package
Mix with dry food to enhance taste
Helps with medicine
Price: $6.99
“Yogurt in small amounts is totally fine for dogs to eat. It can actually help promote digestion and contains bacteria that is good for their gut health.”
- Jennifer Fetterman, DVM
Flavors
We cross referenced Chobani flavors with fruits that are beneficial for dogs to create our product line.
Plain // Supports gut health and good source of protein.
Blueberry // Builds strong immune system and healthy skin (recommended for puppies)
Strawberry // Packed with healthy vitamins (training)
Raspberry // Great for dogs with arthritis (older dogs)
What's in a name?
Chobani derives from the Turkish word for shepherd. So, when it was time to look into naming the pet line, we turned to the roots of the company. Köpek is the Turkish word for Dog.
Promotional Pack
One for you. One for your pup.
Introduce Combo Packs at current Chobani retailers. Stocked next to Chobani to increase brand awareness & encourage social sharing.
The Amazing Team // Alana Loveys - Creative Brand Management, Jim Beckmann - Creative Brand Management, Chris Bates - Creative Brand Management