• by Karlene Lukovitz  @KLmarketdaily, June 4, 2015

Chobani today launched a major new campaign supporting its popular Flip Greek yogurt mix-ins line, including the introduction of new flavors. 

The Flip campaign, “Break You Make” — the second phase of the brand’s recently launched "Love This Life" umbrella campaign — focuses on driving consumption of Flip as a healthy snack during work breaks.

The marketing — as well as a slew of new product lines and new-flavor launches in recent months — are part of Chobani’s push to retain its status as the #1 Greek yogurt brand and expand its products’ consumption across all dayparts, including daytime and evening snacking occasions. 

Chobani pioneered the Greek category, but as a result of intensified competition and other factors, its dominant share of that category is now at 44%, down nearly 15 percentage points from its peak in January 2012 (excluding sales of small brands and private label), according to analysts at Sanford C. Bernstein, The Wall Street Journal recently reported.

Chobani set the stage for this latest campaign by fielding original research on break-time behaviors (conclusion: Americans don’t take enough work breaks to maximize their productivity and creativity), and declared June 3 “National Break You Make Day.” Consumers are being encouraged to spread the word about the benefits of taking work breaks by sharing break moments and photos with #BreakYouMake on social media, for chances to win free Chobani Flip and other prizes during the month of June.

They are also being encouraged to visit BreakYouMake.com to learn how others spend their break time and get a coupon and more info on the Flip products.

The campaign includes two national TV spots showing break moments (one features a nurse; the other a cowboy); national radio; PR that focuses on conveying the results of the research; and use of celebrities, brand ambassadors (such as a “mindfulness expert”) and other “influencers” for social media and other efforts.

It also includes “Break Time” vehicles that will be touring the country to dispense Flip samples, and extensive in-store shopper marketing signage and engagement materials. 

The new Flip varieties are Peanut Butter Dream, Coffee Break Bliss and Strawberry Summer Crisp, a seasonal, limited-batch flavor.