Gotham Wins Chobani

AgroFarma Brands’ has shifted lead creative duties on its Chobani yogurt brand to Gotham, seven months after the client hired TDA Advertising & Design.

TDA, an independent shop in Boulder, Colo., landed the account after a review in which Interpublic Group’s Gotham in New York was a finalist. TDA was Chobani’s first lead agency. This time, the account shifted without a review.

In making the change, Chobani vice president of marketing Doron Stern cited Gotham’s “strong strategic insights” and creative credentials. Also, as Chobani posts market share and sales gains, Gotham is a “stronger fit for our brand going forward,” Stern said.

The shop also will handle planning and buying duties via Ingenuity in New York, the media arm of IPG’s The Martin Agency, according to Gotham CEO Peter McGuinness. TDA previously handled the media business.

Chobani, which is based in New Berlin, N.Y., bills itself as the fastest-growing Greek yogurt in the U.S.

Past major media spending behind the brand has been modest, totaling just $30,000 in the first nine months of 2009, according to Nielsen. That figure does not include online spending.

Going forward, however, annual spending will be “significantly higher,”
Stern said. “We will ramp up our media spend.”

Chobani’s most recent campaign featured billboards in eight regional markets that extolled the health benefits of Greek yogurt. The tagline: “Nothing but good.” Gotham’s first work is expected in the first quarter of next year.

Other Gotham clients include Maybelline, Best Western, Hitachi, Lufthansa and Sony Ericsson.