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At a time when disrespect for what’s come before often gets treated as a virtue, Chobani is holding up the past as something worthy of admiration.
In Chobani’s first ad campaign for its new oat-based drinks, which were announced last November, the company primarily known for its Greek yogurt is promoting its dairy alternatives by paying tribute to plain, old-fashioned milk.
“When we were creating the campaign, we didn’t want to do what the typical plant-based move is, which is to denigrate dairy,” Leland Maschmeyer, Chobani’s chief creative officer, told Adweek.
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