Chobani signs Match & Wood to media strategy, planning and buying

News 14 Feb 2022 - 3 min read

Chobani signs Match & Wood to media strategy, planning and buying

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"The Match & Wood team impressed us with their strategic and data capabilities, integrated planning, and a thorough understanding of the grocery and trade landscape," Steven Blakers, Head of Marketing at Chobani said.

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Tags: Chobani retailer media The rise of retailer media

Chobani Australia, the nation’s market leader for yoghurt in terms of sales, has given Match & Wood its media account after a competitive pitch. The indie says it won against global holdcos and hopes to continue the brand’s strong growth.

What you need to know:

Chobani Australia has appointed Match & Wood to its media account. It will manage strategy, planning and buying across all channels.
The agency won out against two holdcos.

Yoghurt brand Chobani has appointed indie agency Match & Wood to its media account, managing its Gippsland Dairy and Chobani brands.

The agency will manage media strategy, planning and buying across all channels for the company, which is the national market leader for yoghurt based on sales and household penetration.

The company has previously spoken about its ambitions in the retailer media space – using the data major supermarkets like Woolworths have on their customers to make targeted media purchases.

In 2011, Chobani acquired Gippsland Dairy and has entered the non-dairy market with Chobani Oat Milk. Last year, it launched the brand platform ‘Food Made Good’.

“We have ambitious plans for Chobani and Gippsland Dairy,” Steven Blakers, Head of Marketing at Chobani said. The Match & Wood team won the pitch, which was understood to come down to them and two global holdcos, after showing a “thorough understanding of the grocery and trade landscape”, Blakers said.

The agency has recently won Curtin University, Speedo, HIF Australia, COSBOA, Summit Homes Group and Synergy.