Droga5 Grows Its Chobani Business

Shop adds social, digital responsibilities

Chobani has expanded its relationship with Droga5 to include social and digital responsibilities, three months after the agency assumed a lead creative role.

The Greek yogurt marketer said that while Droga5 will handle Chobani’s website and social channels, Weber Shandwick will continue to play a role in social strategy, particularly as it relates to influencers and engagement. A revamp of Chobani.com—from Droga5—will launch in the first quarter.

Big Spaceship previously handled Chobani's digital business.

“Social media has always been a central brand-building channel for us, and we are dedicated to ensuring that our digital activations are truly integrated into every layer of our business,” said Peter McGuinness, Chobani's chief marketing and brand officer, as he addressed 2014 initiatives, including the brand’s Super Bowl debut. “We are thrilled that all of our channels will be working together to support what's to come.”