Chobani used beautiful food imagery and realistic, lifestyle settings in a series of sponsored photos on Instagram to showcase how their product can be enjoyed during breakfast and in other non-breakfast contexts. The campaign had significant impact on changing people’s perception that Chobani is only for breakfast. The results:
- 4 million U.S. users reached.
- A 22-point jump in ad recall.
- A 7-point jump in the number of people considering the yogurt at any time of the day.
Chobani director of brand communications Jessica Lauria said:
Instagram is a great platform for Chobani. It allows us to show how people actually use our product and inspires new ways to savor. This campaign showcased delicious creations and different day-parts, extending our existing presence of real, beautiful imagery to new audiences and effectively changing people’s perceptions about enjoying Chobani throughout the day.
America’s best-known Mexican-inspired restaurant chain was the first restaurant to advertise on Instagram. The brand announced its new breakfast menu with distinctive ads developed through a collaborative creative production process. The results:
- 12.5 million U.S. users age 18 through 44 were reached.
- The 29-point lift in ad recall was nearly four times that achieved by the control group.
Taco Bell chief marketing officer Chris Brandt said:
We let the concept drive creative production and paired that with what we knew about how people engage on Instagram. What resulted was a powerful visual narrative for our new breakfast menu that was a perfect fit within the Instagram environment.