America's Home for College Sports

Chobani Goes to College for Next Generation of Consumers

Aug 04, 2014

Chobani has signed onto the IMG national collegiate platform with broad ambitions.

America’s No. 1-selling Greek Yogurt aims to increase brand awareness and yogurt consumption at colleges and universities through increased distribution and visibility on campuses and at retailers coast to coast.

The partnership, which will launch with 17 universities and grow to more than 27 by its third year, illustrates another savvy CPG brand using schools’ intellectual property to win consumer preference and broader retail distribution.

Chobani, America’s No. 1-selling Greek Yogurt, will introduce its yogurt to students and fans by leveraging IMG’s access to school decision makers and its partner schools’ intellectual property on campus, in local retail locations, food service, at athletic facilities and more. IMG will provide access to school decision makers. In addition, students will enjoy Chobani during on-campus health clinics, community events, and athletic training events.

“The IMG College partnership allows us to deepen our connection with colleges and universities across the country while helping us to reach passionate students, athletes and fans in local, relevant and authentic ways,” said Peter McGuinness, Chief Marketing and Brand Officer, Chobani.

The partnership, which provides Chobani with a “one-stop shop” to IMG schools, will include a digital content series on Campus Insiders (a 24/7 college sports digital network) and events themed around each school’s various sports. Launch schools include Florida, Georgia, Michigan, Ohio State, Oregon, Texas, UCLA and more.

“College campuses are an effective and increasingly popular place for major brands to build their next generation of customers,” said Andrew Judelson, SVP, US Business Development for IMG. “Colleges offer great opportunities to introduce delicious products to students and sports fans throughout the day, from a nutritious breakfast on the way to class, to a great post-workout snack, to athletes’ refrigerators.”

“Like our recent Keurig deal, Chobani is using college to reach consumers forming lifelong preference decisions,” Judelson said. “Just as Keurig is teaching the next-generation of coffee drinkers to brew one cup at a time, Chobani is using its college platform to show consumers that Greek yogurt is a great-tasting, performance food to be enjoyed any time of the day.”

The deal comes at an optimal time for Chobani, following the NCAA’s rule change allowing universities to serve student-athletes unlimited meals. Until recently, university teams could offer only one training-table meal per day in season, and beyond that, food choices for players were limited in many other ways. 

With those restrictions now lifted, Chobani will be able to provide student-athletes with a highly nutritious option. Many schools are now devoting new dollars to athletics programs to get expanded nutritional programs off the ground. IMG will be making introductions, facilitating conversations between the brand and its school partners.

Maker of America’s No. 1–selling Greek Yogurt brand, Chobani, LLC, produces high-quality authentic strained Greek Yogurt products made with only natural ingredients from its New Berlin, N.Y., and Twin Falls, Idaho, plants.

Chobani gives 10 percent of its annual profits to charities worldwide through the company’s charitable foundation. Chobani products are available nationwide in the U.S. and Australia, and in countries in Asia and Latin America. For more information, please visit www.chobani.com and www.facebook.com/chobani.