Latest TV spot from Chobani features a lesbian couple. The company’s advert – To Love This Life is to Live Naturally – highlights a social issue that aligns with the yogurt company’s core foundations of equality and acceptance.
Peter McGuinness, chief marketing and brand officer of Chobani, said
We’ve been an inclusive brand from the beginning and equal rights has been fundamental and foundational for this brand. The founding mission of Chobani was better food for more people. Good food shouldn’t be a privilege, it should be a right, and we want to make it available to all.”
The $15 million “Love This Life” campaign, comes from Opermann Weiss and focuses on telling the modern American story by emphasizing the role Chobani plays within people’s lives.
Being different, through advertising and product, is one reason Mr. McGuinness thinks the brand is flourishing.
As the leader of the category it’s our role and responsibility to grow the category and inspire the category and be different. We don’t want to do taste-offs and comparison ads, we don’t want to take the typical approach.”
Seth Adam, the director-communications for GLAAD, thinks that showcasing LGBT acceptance is becoming increasingly important for brands.
More and more companies are beginning to realize that supporting equality doesn’t stop at having inclusive workplace polices. Supporting equality also means being inclusive in your advertising and marketing and your outreach to your community and customers. I think that’s what you’re seeing here is Chobani taking that next step and saying ‘We support acceptance and equality and this is what that looks like.'”
The “Love This Life” campaign will run through September, and includes a print and social media campaign as well as new product labels.