Yogurt company Chobani named Leo Burnett New York its advertising agency of record on Oct. 19, after a formal review. Leo Burnett New York replaces Gotham as AOR. Leo Burnett will handle a full range of advertising and direct marketing services for the consumer packaged goods brand, said Nicki Briggs, director of communications for Chobani.
Chobani tapped Leo Burnett New York after an RFP that included three agencies. Owen Dougherty, Grey Group’s chief communications officer, confirmed Grey was part of the RFP but said he has not yet been informed of Chobani’s decision. Arnold also participated in the RFP, according to reports, but did not immediately provide comment.
Gotham was not included in the RFP, said Briggs. The agency was named Chobani’s AOR in 2009. A Gotham representative was not immediately available for comment.
Briggs said Chobani’s decision to conduct an agency search rather than maintain its relationship with Gotham was because “we continue to grow and we want to continue to make sure we’re able to grow our marketing and brand with that.” She would not be more specific.
Briggs refused to speculate on when the first campaign in collaboration
with Leo Burnett will launch. She also declined to reveal the size of
the Chobani account.
Chobani will launch “a full-scale campaign with possible print, heavy digital, and some grassroots,” she said, adding that the campaigns will also have TV and radio spots.
The yogurt maker launched its first national marketing campaign in February in collaboration with Gotham. The campaign featured digital, out-of-home, Facebook and TV ad elements.
