Chobani strives to be the yogurt of champions, and this campaign encourages everyone to join the club of everyday health and activity while also appealing to those who use greek yogurt as a tool for achieving fitness goals. "It's an active culture" carries a double meaning: scientifically speaking, the yogurt is an active culture, made from living organisms with proven health benefits; plus, the phrase invites consumers to be part of a culture of wellness and spirit. The nontraditional campaign aspects get consumers involved in active culture by providing fun ways to move more throughout the day while collecting points that can be cashed in for Chobani products.
Checkpoints at the top of staircases, back rows of parking lots, and on bike racks equal points that can be used for Chobani merchandise. Get active, get rewards!