Brandweek 2022: From Yogurt Brand to Modern Food Company

Learn how Chobani uses its audience-first marketing strategies to recruit new consumers

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Chobani is on a mission to make quality and nutritious food accessible to more people, while elevating communities and making the world a healthier place. 

On today’s episode, you will hear from Meredith Madden, the company’s chief marketing and category officer, as she discusses the brand’s transition in identity from a yogurt brand to a modern food company—and how they use audience-first marketing strategies to recruit new consumers and bring Chobani loyalists into new categories. By integrating the marketing and commercial functions, Chobani has developed thoughtful, insights-informed marketing campaigns and activations, including their most recent “Chobani has oat milk” advertising campaign—and the launch of their first metaverse experience, “Chobani Oatmilk Cosmic Race” on Roblox.   

We hope you enjoy the first of many sessions from Brandweek 2022—and come back every Monday, Wednesday and Friday for new episodes leading up to our Brandweek Europe event, happening this November 10.

Stream the new episode below, listen and subscribe on Apple Podcasts or find it on Spotify.