Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in