ID Comms

Droga5 beats off US creative elite to land Chobani Greek yogurt

Droga5, which is still spitting feathers after Puma announced it was leaving the agency (insiders say it was Droga’s decision) will be feeling a bit more perky about the news that it’s been hired by US market-leading yogurt brand Chobani.

Droga will be especially pleased as it beat off challenges from Wieden + Kennedy, Goodby Silverstein, BBH and The Martin Agency – pretty well the creative cream of the US agency world. The review was handled by CMP Peter McGuinness, previously CEO of DDB Chicago and clearly a man who knows how to put a decent shortlist together.

Chobani has about half the market for ‘Greek-style yogurts’ in the US. Weber Shandwick has been hired to handle Chobani’s PR, which is a meaty assignment as the company has just been accused by some customers of selling mouldy yogurt.

Droga has a track record in handling such products as it works for Kraft’s Athenos brand, which used to be one of Chobani’s rivals. But Kraft pulled out of the yogurt business in 2012.

Although it will presumably be hanging on to its mad Greek granny.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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