Chobani has entered into a multi-platform, multi-year marketing agreement with IMG designed 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 aims to naturally power college athletes, students, teachers and alumni with nutritious and delicious food options, will launch with 17 universities and grow to more than 27 by its third year.
Chobani will increase its presence and products to students and fans by leveraging IMG College'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. In addition, students will enjoy Chobani during on-campus health clinics, community events, and athletic training events.
"College students, sports fans and players alike have a great deal of passion for their teams and traditions and we feel exactly the same way about how we craft our yogurt. Our mission has always been to provide better food to more people and this partnership builds off our current school programs while opening up significant new opportunities," said Peter McGuinness, Chief Marketing and Brand Officer, Chobani. "The IMG College partnership allows us to deepen our connection with colleges and universities across the country while helping us reach passionate students, athletes and fans in local, relevant and authentic ways."
"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. "For a dynamic brand like Chobani, 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."
The partnership enables Chobani to have authentic access to IMG College schools dovetails with our key retail partners in these regions and is a natural extension of Chobani's current school-based grassroots programs, which include a recently won second contract with the U.S. Department of Agriculture's school lunch program. It also coincides with an on-going campus sampling tour that brings the brand's signature cafe experience to schools, colleges and universities throughout the country making it a comprehensive, fully integrated program.
The program 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.